تأثير الجماعات المرجعية في تخفيض المخاطر المدركة عند الشراء : دراسة استطلاعية لآراء عينة من مستخدمي إطارات السيارات في مدينة الموصل

الملخص EN

The research seeks to determine the role of reference groups in reducing the perceived risk when buying tires with users in the city of Mosul, through a research problem that has been identified in the following question: - Is there a relationship between the significant effect of reference groups and the perceived risk when buying respondents in individuals? - The research aims to test the relationship and impact between the independent variable and variable reference groups adopted the perceived risk when you buy them, and we cleave hypotheses showed correlations between the dimensions and impact of research.

A sample of (50) was tested as drivers for small cars to transport passengers from the Mosul City to Baghdad and adopted the form of a questionnaire to obtain information, have also used several statistical methods to analyze the data and extract the results using software (SPSS).

The research has come to several conclusions, including the presence of a significant positive correlation between the reference groups and the perceived risk when you buy and search is over a set of proposals that benefit the individual respond.