Volume 10 Issue 2 2014


Faryal Salman
SZABIST, Karachi.

Usman Ali Warraich
Business Administration Department Indus University, Karachi.

Ishtiaq Ahmed
Bahria University, Karachi.

Abstract In pursuit of seeking the understanding of the implications of Hofstede’s cultural dimension, the current study assesses the relationship between uncertainty avoidance and incidence of self-medication among the consumers in Pakistan. The research methodology for the study is a triangulation of qualitative and quantitative techniques. Constructs were espoused from previous studies however adaptation was made to suit the researcher’s needs. The instruments consisted of close-ended questions only. Cross-sectional data for the study has been collected through convenience sampling from a sample size of 300 students studying in different business schools in Karachi, Pakistan. We finally conclude that the working professionals enrolled in business schools generally tend to refrain from self-medication because they consider it risky and that it that could have serious health consequences. However, it was found that people tend to self-medicate for a common type of ailments based on their previous experiences. The findings also support our assumption that a high score on uncertainty avoidance means a low score on behavioral intentions. The findings of the study suggest a significant relationship between behavioral intentions and uncertainty avoidance, measured through perceived risk and risk aversive behavior. The results of the study posit a negative relation between dependent and independent variables.
Keywords Consumer Behaviors, Hofstede Model, Uncertainty Avoidance.
Year 2014
Volume 10
Issue 2
Type Short Report
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification -
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Manuscript Processing Blind Peer Reviewed
Format PDF
Paper Link
Page 46-55