Risk Avoiders are cautious or even disappointed customers who under no circumstances want to be ripped off. They adopt a critical approach to offers, and above all emphasise the risk of making a mistake if their decision turns out to be wrong.
Price comparisons are a necessary evil, enabling them to combat their mistrust and/or scepticism.
He is just as interested in the price as the Bargain Hunter, but for a different reason. They seek personal contact with sales advisers in order to gain confidence and have their decision affirmed.