Uncertainty avoidance and the effect of marketing cues: Evidence from Indian and Korean consumers

Abstract

Culture plays an important role in consumer decision making and choice. Country of Origin (COO) of various products signifies quality, and is considered as an important informational cue along with warranty information. This research is designed to study the influence of culture specifically the dimension of Uncertainty Avoidance between Indian and Korean consumers and how difference in this cultural attribute effects their decision making. The research studied the perception of product quality of different Country of Origin (COO) brands having strong/weak warranty information. The study explores cross national differences in choice and decision making. Results of an online questionnaire showed that participants from low Uncertainty Avoidant (UA) culture (India) preferred a weak Country of Origin brand with strong warranty whereas participants from high Uncertainty Avoidant culture (Korea) preferred strong COO brand with weak warranty. Moreover, Uncertainty Avoidance effects brand reputation of strong Country of Origin (COO) brand such that participants from Korea having higher product quality perception than participants from India .