Consumer Behaviour Towards Purchasing Counterfeit Products

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Author(s): Demetris Vrontis (University of Nicosia, Cyprus), Marwa Maarabani (Lebanese International University, Lebanon)and Sam El Nemar (AZM University, Lebanon)
Copyright: 2020
Pages: 18
Source title: Handbook of Research on Contemporary Consumerism
Source Author(s)/Editor(s): Hans Ruediger Kaufmann (University of Applied Management Studies Mannheim, Germany & University of Nicosia, Cyprus)and Mohammad Fateh Ali Khan Panni (City University, Bangladesh)
DOI: 10.4018/978-1-5225-8270-0.ch002

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

This chapter analysed factors affecting the consumer purchase behaviour towards counterfeit products, and attitudes effect on the purchase intention of consumers. The considered variables are brand image, social influence, price-quality inferences, novelty seeking, and intention towards counterfeit products. A survey was conducted on university and college students in Lebanon. This research employed a structured questionnaire to measure the attitude of consumers using a Likert scale. Variables were measured using chi-square testing to identify their relationship. Results found that customer behaviour towards counterfeit products has a positive relationship with brand image, social influence, novelty seeking, intention, and price-quality inferences.

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Consumer Behaviour Towards Purchasing Counterfeit Products

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