Question

A household product manufacturer creates a new liquid detergent for the Central American market. They are surprised when the detergent does not sell well soon after product launch. Which aspect of culture does the company not understand well about Central American consumers?

Answer 1

The aspect of culture that the company does not understand well about Central American consumers is: Uncertainty Avoidance.

What is Uncertainty Avoidance?

Uncertainty avoidance is a situation where cultures differ in the amount of tolerance they have for the unpredictability of a product. Uncertainty avoidance is the extent to which society relies on rules and norms to alleviate the unpredictability of the future.  

When a customer is having uncertainty avoidance in this case of a new household product, they will avoid the product. This is because they are unsure of the product.

Learn more about Uncertainty Avoidance here:

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