Business risk is the possibility of a business failing to earn sufficient profits or incurring losses as a result of various unforeseen circumstances which are beyond its control. For instance, there is always a risk associated with the demand for a product, which is highly influenced by changes in consumer preferences. It is extremely difficult for a businessperson to correctly anticipate consumer preferences, as a result of which he or she always faces the risk of unforeseen fluctuations in demand. In case consumer preferences go against the product, then, because of the fall in the demand. the businessperson would earn lower profits.
