'She knows what she wants ... ': towards a female consumption risk-reducing strategy framework

A complicated cluster of coping risk reduction strategies (RRSs) has direct correlation with the overall perceived risk (OPR) of female consumers whose decision purchases are made jointly with their husbands. Females employ the RRSs when looking for target purchases to get positive outcomes from the decision making. Thus, the utilization of the RRSs may not just be connected with the selection of brand, channel, and product. RRSs are also employed to manage the decision-making situations themselves.