Impact of Counterfeit Products on Consumer Buying Behavior

Author(s)

Dr. Masood Hassan , Zakia Raheel , Komal Akram , Shafaq Ali , Lamisa Khowaja ,

Download Full PDF Pages: 59-77 | Views: 321 | Downloads: 97 | DOI:  10.5281/zenodo.6911927

Volume 11 - June 2022 (06)

Abstract

During the past several decades, the counterfeiting industry has risen significantly. This study is intended to determine whether or not the social and psychological characteristics of consumers influence their decision to purchase counterfeit items. In this study, the purchase patterns and intentions of customers will be analyzed. This research paper also aims to identify research gaps by evaluating the elements that influence customers' decisions to purchase counterfeit products. We've prepared a survey to get an early start on our research, which focuses on the attitudes and behaviors of customers. Five demographic questions and seven questions pertaining to the two most important variables are included in the questionnaire (counterfeit products and customer purchasing behavior). Moreover, the sub-criteria were satisfaction, risk, grade, quality, and price. We conducted a survey of 106 individuals from Karachi's schools, businesses, social circles and random people from market industry participated in the study. The investigation's hypothesis and subject were evaluated using a regression model. According to a prior study, the purchase of counterfeit goods had minimal impact on customer behavior. Genuine brand products could benefit from a deeper understanding of customer behavior in order to develop more successful marketing strategies that encourage consumers to choose authentic brand products over counterfeit ones. After doing this research, it is now evident that how and on what factors the consumers in Karachi purchase counterfeit and imitated goods.

Keywords

Counterfeit Product, Consumer Buying Behavior, Purchase Intention, Factors.

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