FACTORS INFLUENCING THE CONSUMERS’ ATTITUDE TOWARDS NON-DECEPTIVE COUNTERFEIT LUXURY APPARELS: AN EMPIRICAL ANALYSIS OF CONSUMERS’ PURCHASE WILLINGNESS IN GREY MARKET OF KARACHI.

Abstract

Purpose The ultimate purpose ofthis to analyze Factors Influencing the Consumers’ Attitude towards Non-Deceptive Counterfeit Luxury Apparels: An Empirical Analysis ofConsumers’ Purchase Willingness in Grey Market ofKarachi. Methodology & Design Deductive approach is used in this research because the purpose of this study is to test the hypothesis based on existing theories. With respect to the information sort present research is quantitative and with respect to objectives present research is explanatory and with respect to the application this research is applied research. Questionnaire has been designed in such a way to collect data regarding people’s preferences, opinions and choices related to counterfeit luxury apparels in the market. In order analysis the Factors Influencing the Consumers’ Attitude towards Non-Deceptive Counterfeit Luxury Apparels: An Empirical Analysis of Consumers’ Purchase Willingness in Grey Market ofKarachi Jamovie software has been used. Findings Finding of this study suggest that; Price Quality Inference has an impact on Behavioral Intention mediated by Attitude towards Counterfeit Products. Risk Awareness has no impact Behavioral Intention mediated by Attitude towards Counterfeit Products. Subjective Norm has an impact on Behavioral Intention mediated by Attitude towards Counterfeit Products. Perceived Risk has no impact on Behavioral Intention mediated by Attitude towards Counterfeit Products. Integrity has an impact on Behavioral Intention mediated by Attitude towards Counterfeit Products. Personal Gratification has an impact on Behavioral Intention mediated by Attitude towards Counterfeit Products on Recommendations This research work can be done with expanding geographical location. It can also be conduct with respect of different cultures. In future, research should also be conducting with expanded theory and frame work consist of different variables showing other phenomenon on researchproblem. Counterfeit products are developing discrimination in the society. Consumers purchase products that are financially weak or having low ethical values. If companies after market mitigate discrimination and gain share, profit analysis reduces their profit they can more customers. Limitations There may be some possible limitations in this research such as In this research online survey has been chosen which limits the access to data that could be collected other than online resources. As it is time taking and costly method to collect data physically. Also, due to covid 19 it becomes very difficult to gather data offline.