Title: Obsolescence risk in B2B purchase of high technology products

Authors: Gururaj Kidiyoor; Amol S. Dhaigude

Addresses: T A Pai Management Institute (TAPMI), P.B. No. 9, Manipal – Alevoor Road Manipal, 576 104, Karnataka, India ' T A Pai Management Institute (TAPMI), P.B. No. 9, Manipal – Alevoor Road Manipal, 576 104, Karnataka, India

Abstract: This study investigates the relative importance of perceived obsolescence risk in comparison to generic perceived risk dimensions among business buyers while purchasing high-technology products. We use step-wise regression to assess the contribution of obsolescence risk towards the overall perceived risk (OPR). Our results show that perceived obsolescence risk is a significant predictor of variation in the OPR and reports the highest mean score, implying that it is also the most important of all the risk dimensions. Our findings have significant implications for marketing managers of high-technology products, enabling them to design their marketing mix in a manner that reduces the OPR with particular emphasis on reducing the obsolescence risk.

Keywords: high-technology products; risk; uncertainty; perceived obsolescence risk; business buying; stepwise regression.

DOI: 10.1504/IJENM.2020.108730

International Journal of Enterprise Network Management, 2020 Vol.11 No.3, pp.264 - 288

Received: 12 Mar 2019
Accepted: 28 Feb 2020
Published online: 29 Jul 2020 *

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