Factors Affecting Consumers’ Intention to Purchase Counterfeit Products in Fashion Industry

Abstract

The purpose of this study is to examine the factors affecting consumers' intention to purchase counterfeit products in fashion industry and the way does it affect the consumers' intention.During this research, data were gathered from a sample of 200 individual respondents which was distributed randomly with minimum age of 18 years old and above.By employing a sample of 200 respondents with 27 set of questions , the study identified five factors that affect consumers' intention to purchase counterfeit products in rag trade like brand, price, attitude, social influence and demographic .The results revealed that price factors has the strongest relationship with consumers' intention to purchase counterfeit products and social influence can even considered because the most vital factor affecting consumers' intention further .The third and fourth most vital factors affecting consumer's intention to buy counterfeit products is brand and demographic factors.The results also indicated that although attitude is one in every of the factors but it shows that the attitude somehow is that the least important factor among the five factors identified during this study .These factors also will help the organizations or brand owner to know and concern more about the opinion of those group of consumer .Lastly, limitations and proposals ways on how consumer and brand owner to avoid from becoming the victims of counterfeiting.Methodology: In this research, exploratory analysis through the survey questionnaire was implemented using convenience sampling process.The information was analyzed using descriptive analyses yet as normality and comparison evaluates the information in this study were collected from a sample of 200 respondents.Findings: The empirical survey data analysis on distinguish five key important factors affecting consumers' intention to purchase counterfeit products in fashion industry , namely brand, price, attitude, social influence and demographic .Through the research that has been conducted, it had been found that buyers aware of the counterfeit issue in fashion industry but major factors in and of itself price, social influence and also demographic contribute to those issue to spread more to the entire a part of world which is sort of sad to work out this issue happened when consumers doesn't know how difficult for the brands to be well-known but at the top the products of the brand being counterfeit by those irresponsible party. Conclusion and Recommendations:The study concluded that the five factors affecting consumers' intention shown a robust relationship during this study whereby price is the major problem when it involves purchase the counterfeit products.Recommendations for future researchers are hints at the end of this study.

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