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.
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