Development of marketing‐driven measure of risk perception

Ranjit Singh and Amalesh Bhowal

Journal of Risk Finance, 2011, vol. 12, issue 2, 140-152

Abstract: Purpose - The purpose of this paper is to measure the risk perception of the employees in respect of equity shares, from the perspective of elements of marketing mix and to ascertain the degree of influence of elements of marketing mix on equity‐related risk perception. Design/methodology/approach - Primary data based on the interview schedule were collected from the employees of Oil India Limited and various tables prepared. For analysis of data, Cronbach's alpha and Friedman test analysis were employed. Findings - Out of the four elements of marketing mix considered in the study, the degree of influence of price driven measure of risk perception is highest and others in order are product, promotion and place driven measure of risk perception, respectively. Originality/value - The paper is the first of its kind and hence original in nature.

Keywords: Employee behaviour; Shares; Risk assessment; Marketing mix; Equity capital (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:jrfpps:15265941111112857

DOI: 10.1108/15265941111112857

Access Statistics for this article

Journal of Risk Finance is currently edited by Nawazish Mirza

More articles in Journal of Risk Finance from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().