Influence of Consumer Behavior

Attitude towards Counterfeit Brand

Waqar Nisar & Ahsan Shafiq

Abstract:

The purpose of this study is to analyze that the factors that affect the attitude toward counterfeit brand, behavioral intention of consumer toward counterfeits and to show the companies that how these factors influence the consumer behavior or attitude toward counterfeits brand so they can make their strategies to overcome this problem.

Purchase intention, personal gratification, novelty seeking, price quality, integrity, and perceived risk.  all these factor are describe in this research that how these factors influence consumer attitude towards counterfeit brand or product. And also their relationship with consumer attitude positively or negatively.

The contributes of this research is  to inform organization of luxury product or  brands about the main predictors of consumer’s attitudes toward counterfeits. In this way, the manager will make their strategies to resolve this problem.

Keywords: Attitudes, purchase intention, behavior, attitude, counterfeit brands

Introduction:

Consumer attitude mean the consumer beliefs, feelings, behavioral intention about some object like a brand or retail store. According to (Gentry et al, 2006) the counterfeit product are the copy alternative of most popular brand or more expensive brands and maybe there is not be a strong or significant difference in term of perceived quality.

According to the consumer attitude the purchased those product which attached fashion component. It mean consumer prefer those product that have more fashion attribute attached (Tm et al, 1998). Mostly consumer purchased the product on the base of visual function and attributes without paying any intention for the association quality. It mean consumer have not interest on quality they just see the visually function and attributes of  the product (Shapiro and brossman, 1988).This is illegal production when popular brand name are used with copy precuts ( Eisend and schuchert, 2006).

Low financial risks provide the benefits to the consumer the purchase the counterfeit brand so the low price is the advantage for cfb. In addition the counterfeit product sold on low price and the expectation of quality does not equal to the genuine articles. Therefore the quality of cfb has been improved now days due to better technological advancement and this is a competitive advantage to counterfeit product (Nill and Shultz, 1996).

Counterfeit products are still without warranty and this is a greater financial risks of purchase because Genuine product have full warranties (De Matos et al., 2007). It has been predict that if the quality of the counterfeit products and the original products are similar then the purchase intention will be increase ( Wee et al., 1995; Penz and Sto” TTinger, 2005).