Investigating the role of counterfeit product in clothing industry of Pakistan

Abstract

As we know it's a crime to manufacture a counterfeit. A highly affective market of counterfeits is the market of luxury branded goods. These goods are bought by consumers who want to express their social class and belonging by being admired, recognized and accepted by other people. The counterfeits ofluxury brands that flourish on the market makes it possible for anyone to be a luxury brand user which is against the core of luxury brand, which strives for a low distribution to keep the demand high to be able to keep the consumer associations of luxury brands. The purpose of this thesis is to create knowledge of how counterfeit products affect the consumer perception of luxury brands. This research is to analyze the factor value consciousness, brand consciousness and social influence on purchase intention. This research was done to analyze which of these three create consumer positive attitude towards the counterfeit product. The research approach was a deductive, quantitative research and the data was collected through a questionnaire distributed through online questionnaires. The sample total of 507 completed questionnaires was collected and was the foundation for the analysis and result. The result shows that there is positive impact of value consciousness on social influence .. This shows that our social group has strong impact on our purchase decision. As our purchases majorly depend the image we want to create There is significant positive relationship between vale consciousness, brand consciousness and social influence on purchase intension of counterfeit product. The social influence is positively affecting the purchase of counterfeit products if a person want to project a image and he also believe that buying a product is waste of money so will definitely opt for counterfeit.