Factors Influencing Consumers Intention to Buy Counterfeit Products

Mathumita Mukherjee Basu; Sumit Basu; J.K Lee

Factors Influencing Consumers Intention to Buy Counterfeit Products

Mathumita Mukherjee Basu * §

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Sumit Basu

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J.K Lee

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Indiana University-Purdue University of Columbus

Factors Influencing Consumers Intention to Buy Counterfeit Products

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Abstract

There are several factors which influence consumers to buy counterfeit products. Today, any product in any nation is vulnerable to this malady. Counterfeits are packaged and labeled to resemble the original brand-name and generic products. Therefore, fake products often illusion the consumers to thinking that they are buying authentic goods. Counterfeits are a real and looming threat to all manufacturers. Counterfeit policing measures are yet to mature and become omnipresent. With this background information, it is noteworthy to observe how the Theory of Reasoned Action (TRA) could help identify the factors responsible for influencing behavioral intentions of a consumer towards purchasing counterfeit products. The present study reviews existing literature on counterfeit products, identifies potential improvements, and provides further insight into consumer motives behind the purchase of counterfeits. Six primary factors that influence counterfeit purchase have been identified and the TRA has been applied to investigate the impact of these factors on consumer behavioral patterns. The factors are (1) social motivation, (2) personal gratification, (3) perception, (4) value, (5) brand loyalty, and (6) ethics. The ‘influence of society’ and ‘value for money’ have been identified as the top two reasons that motivate consumers to buy fake products based on a survey conducted. A mathematical ‘covariate interactions’ analysis as well as a Chi-square regression analysis corroborated the same finding- identifying the top two factors that most strongly influence a customer’s ‘Intent to purchase’. A logistic regression analysis was run on the survey results that yielded a mathematical expression which can predict how likely a customer is to buy a counterfeit [p(Y)]. The proposed correlation matches the obtained survey data very well.

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Mathumita Mukherjee Basu, Sumit Basu, J.K Lee. 2015. "Factors Influencing Consumers Intention to Buy Counterfeit Products". Global Journal of Management and Business Research - B: Economic & Commerce GJMBR-B Volume 15 (GJMBR Volume 15 Issue B6).

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GJMBR Volume 15 Issue B6

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-B Classification JEL Code: D11

Submission ReceivedFebruary 11, 2015
Peer Review Double Blind
Handling Editor
Accepted March 1, 2015
Published March 15, 2015

Version of record

v1.2

Issue date

September 4, 2015

Language

English

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Article Matrices

Total Score: 180

Country: United States

Subject: Global Journal of Management and Business Research

Authors: Mathumita Mukherjee Basu, Sumit Basu, J.K Lee (PhD/Dr. count: 0)

View Count (all-time): 318

Total Views (Real + Logic): 1725

Total Downloads (simulated): 96

Publish Date: 2015 03, Sun

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Total Views: 1.7K

Total Downloads: 96

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