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.