EFFECT OF PERCEPTION OF RISK, THE PERCEPTION OF THE WILLINGNESS TO BUY GRAY MARKET PRICE ACCORDING TO THE CUSTOMER'S ATTITUDE, IN ISFAHAN

Objective: This study examines the factors influencing consumers' willingness to purchase gray market goods in city deals. Method: The study of the purpose and application of methods and techniques for data collection and survey, is described. Spss19 and lisrel 8.8 software for data analysis, was used. Target population, all consumers (of all people in the city), is. Over 384 samples have been taken. (Alpha for Crohn Bach's entire relationship with the 863/0 is). Findings regarding the impact of risk perception, knowledge, price and value, and perceived willingness to buy the gray market, according to the attitude of buying three hypotheses formed respectively equal to 0/75, 0/76, 0/79 to be. Conclusions: The components of perceived risk, perceived value and price conscious due to the sensitivities related to gray market goods, consumer willingness to purchase substantially attracted to. The first way to deal with the gray markets - offensive tackle, second - information distribution channels are.

gray market, perceived risk, knowledge, price, perceived value