Customer Response towards Non-deceptive Counterfeit Brands

Md. Farhan Faruqui, Md. Anamul Hoque, Fabliha Tasnim Hride

Abstract


Universally counterfeiting is a very significant growing problem and profitable business, occurring both in less and well-developed countries. A recent report, by OECD and the EU’s Intellectual Property Office (2016), estimated the Imports of counterfeit goods to around 2.5% of global imports annually. However, this paper intends to measure the response of consumer towards non-deceptive counterfeit brand in Bangladeshi market.

Both primary data by administering questionnaire and secondary data were collected. The research revealed that these consumers are price- sensitive but they also want to maintain status. Moreover, the consumers are also influenced by social media advertisements and past experience. The main contribution of the research is to demonstrate that consumers’ intention to buy counterfeit products is dependent on the attitudes they have towards counterfeit brands. 


Keywords


Counterfeit brands; Fashion conscious; Perceived control behavior; Price quality schema; Price sensitivity; Social marketing communication; Status seeking; Subjective norms

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DOI: http://dx.doi.org/10.18533/rss.v2i1.122

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