Impact of Counterfeit Products on Consumer Buying Behavior: Empirical Investigation Form Karachiites

Abstract

The study aims to investigate which of the social and personality factors affects the buying behaviour of the consumers towards counterfeit products. The study is also set out to examine the relationship of consumers’ buying behavior towards counterfeit product with purchase intention. We used primary data which was collected through questionnaires consisting of 12 questions. A survey of 100 respondents was conducted in the educational institutes and offices of Karachi. Regression model was used to test the hypothesis postulated and research question. It is discovered that there is no impact of counterfeit products on consumer buying behaviour. By having a better understanding of the consumers’ behavioral intentions of buying counterfeit products, the manufacturers and marketers of the genuine brand products can make better marketing strategies to entice the consumer to buy the original product and not the counterfeit version. Theoretical contribution of this study is an extension of knowledge of consumers’ buying behaviour with regards to counterfeit products in the fashion industry of Karachi.

Keywords: counterfeit product, consumer buying behavior, fashion industry

JEL Classification: D11, C12, M30