Several factors contribute to customer skepticism, particularly when dealing with new businesses:
1. Lack of Brand Recognition: New ventures often lack the established brand reputation that larger, more familiar companies have. 2. Previous Negative Experiences: Customers may have had bad experiences with other startups and thus approach new businesses with caution. 3. Market Saturation: In markets crowded with similar products or services, customers may struggle to see the value or differentiation of a new offering. 4. Information Asymmetry: Customers may feel they lack sufficient information to make an informed decision, leading to hesitation.