Consumer Purchase Intention towards Counterfeit Designer Clothes in Pakistan

Abstract

A quantitative research approach is taken for this study. Primary data was collecting using a questionnaire as a research instrument. 300 questionnaires were distributed and 254 questionnaires were returned by the respondents. Invalid responses were eliminated and only valid questionnaires were used. After eliminating invalid questionnaires 249 questionnaires were included in for data collection. The participants were briefed about the study. They were invited to respond without any incentive. The returned surveys were then keyed into the computer for data analysis. Invalid responses were eliminated and only valid questionnaires were used. Results of this study suggested that attitude towards counterfeit, subjective norms and perceived behavior control has positive relation with consumers’ purchase intention towards counterfeit designer clothes. Which means consumers having positive attitude towards subjective norms are more likely to buy counterfeit designer clothes. Similarly, consumers’ high in subjective norms and perceived behavior control are more likely to buy counterfeit designer goods. This study also showed that brand consciousness has negative relationship with consumers’ purchase intention towards counterfeit designer clothes. Highly brand conscious consumers are less likely to buy counterfeit designer clothes.