Functional or performance risk is the risk of spending too much time on the new product or on purchasing the new product.
<h3>What is a functional risk?</h3>
Functional - Perceived risks can include the fear and or doubt a consumer has that the product they are buying will fail to perform its intended function.
Performance risk is the risk that the buyer, who owes the money, can legitimately avoid paying because the supplier has failed to do a good job.
The consumer might be afraid that if they buy a car, the engine or other parts may malfunction.
The possibility of the product malfunctioning and not performing as it was designed and advertised and therefore mailing to deliver the desired benefits.
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