You are invited to join your group of friends to enjoy the BridgeClimb service in Sydney this June after finishing your university trimester 1. The BridgeClimb service is voted number 1 Traveller's Choice Experience in Australia by TripAdvisor. It is said to equip its climbers to scale to the Summit of the nationally adored Sydney Harbour Bridge and to offer breathtaking 360 views from a vantage point like no other. a)Explain the relevance of perceived risk and information search in the pre-purchase stage of the buyer behaviour process with reference to BridgeClimb.

b)Provide one example for each of the seven types of customer perceived risk that could apply to a customer of this service

c)Outline strategies that BridgeClimb could adopt to reduce customer risk perceptions that you have identified in part b).