Uncertainty avoidance in purchase decision process
Izbegavanje neizvesnosti u procesu odlučivanja o kupovini
Abstract
Due to the lack of knowledge and information consumers are often in a state of uncertainty in the decision-making process. Understanding the source of consumer uncertainty is essential for their better service. The aim of this paper is to get relevant scientific knowledge about the impact of uncertainty avoidance as the dimension of the national culture and the aspects of the behavior of the consumers with which it is connected (perceived risk, innovation, brand loyalty, market mavenism) in the decision-making process. Surveying consumers in the territory of Kragujevac the primary data were collected and processed in the statistical software SPSS v. 20. The results of the conducted statistical analyzes have shown that the uncertainty avoidance has significant statistical effects on the observed aspects of consumer behavior, and that all these variables together, apart from innovation, determine the purchasing decision-making process. In addition to making it possible to better understand the effects of uncertainty avoidance on consumer decisions, the paper has significant managerial implications for formulating appropriate marketing strategies.
Apstrakt
Usled nedostatka znanja i informacija potrošači se u procesu odlučivanja o kupovini često nalaze u stanju neizvesnosti. Razumevanje izvora neizvesnosti potrošača je bitno za njihovo bolje usluživanje. Cilj rada je da se dođe do relevantnih naučnih saznanja o uticaju izbegavanja neizvesnosti kao dimenzije nacionalne kulture i aspekata ponašanja potrošača sa kojima je povezana (percipirani rizik, inovativnost, lojalnost brendu, tržišni mavenizam) na proces odlučivanja o kupovini. Anketiranjem potrošača na teritoriji Kragujevca prikupljeni su primarni podaci koji su obrađeni u statističkom softveru SPSS v. 20. Rezultati sprovedenih statističkih analiza su pokazali da izbegavanje neizvesnosti ima značajne statističke efekte na posmatrane aspekte ponašanja potrošača, kao i da sve ove varijable zajedno, izuzev inovativnosti, determinišu proces odlučivanja o kupovini. Pored toga što omogućava da se bolje razumeju efekti izbegavanja neizvesnosti na potrošačke odluke, rad ima značajne menadžerske implikacije za formulisanje odgovarajućih marketing strategija.
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