Abstract:
Purpose:Counterfeit is manufacturing the copies of imitation products with the intent to
deceive (Mark Tumage, 2013). It is of quite importance to study and understand the
factors that have contributed in the development of counterfeit markets with respect to
consumer acceptance. The purpose ofthis study is to analyze the consumers’ perspective
of counterfeit consumption and reasons that motivate and inspire consumers to purchase
counterfeit goods rather than genuine brands.
Methodology: Questionnaire was designed with aim to probe responses from the
respondents. Organized series of close-ended questions were asked to keep respondents at
ease on the subject and to ensure desirable and valued area of concern are well covered,
enabling to gather more and more information from as many respondents as possible.
Findings:The findings showed a significant relationship between desire for luxury, social
conformity, price and abundant availability of counterfeits with purchase motivation
which may help marketer and genuine brand manufacturer to analyze the factors that lead
consumers to switch to counterfeit alternatives rather than purchasing genuine luxury
brands.
