Komunikacja nieformalna jako czynnik determinujący zakup produktów o zróżnicowanym ryzyku
Informal communication as the determinant of the purchase of products characterized by different levels of perceived risk

Summary/Abstract: As the amount of information transmitted to consumers increases the uncertainty of the decision making processes also increases. Consumers are not able to include, analyze and properly use all the accessible data. Products’ abundance and diversity, information overload and the diminishing reliability of marketing sources make consumers’ choices more difficult than ever before. One of the most popular solutions is using other consumers’ recommendation and in general informal communication as the basis for the market decisions. In relation to these problems the paper presents some chosen results of the empirical study referring to the diversified role of informal communication in the processes of buying six products characterized by different levels and types of risk connected with their purchase.

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