DOI: 10.5176/2251-2098_EMG20
Authors: Jeannot Abdul Karim, Sofiah Abd Rahman
Abstract: Consumers make choices under risk and uncertainty. Individuals differ with respect to the amount of risk they are willing to incur in certain situations. The aim of the paper is provide evidence on the nature of the relationship between risk aversion and brand loyalty towards mobile phones. The paper also investigates the level of risk aversion and brand loyalty based on demographic factors. As postulated there was a significant positive relationship between risk aversion and brand loyalty for mobile phones. No significant differences were found based on age, gender, educational level and income level on the construct risk aversion and brand loyalty. However in terms of ethnicity, the Malays were found to be more risk aversive and brand loyal as compared to other ethnic groups.
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