Investigating Consumer Behavior Towards Self- Medication In The Light Of Uncertainty Avoidance

Purpose In pursuit for 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.Methodology/Sampling The research methodology for the study is 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.Findings We finally conclude that the working professionals enrolled in business schools generally tend to refrain from self medication because they consider it as risky and that it that could have serious health consequences.However it was found that people tend to self medicate for common type of ailments based on their previous experiences.The findings also supports are assumption that high score on uncertainty avoidance means low score on behavioral intentions.Practical Implications 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.