Keyword

Counterfeit, Consumer Attitude, Consumer Adoption, Social Identity

Abstract

Counterfeit products account between 5-7% of world trade, worth an estimated US$600 billion in revenue a year (International Chamber of Commerce 2007). Theoretical and empirical research on counterfeit products is scarce, especially research from consumers' perspectives. This paper presents a pragmatic study that focuses on factors that influence Indian consumers' perceptions on attitudes about counterfeits. A descriptive study of eight respondents was conducted; their participation in the discussions was analyzed. Conclusions have been drawn based on consensus and views expressed. Research findings indicate that consumers are influenced by peer pressure, social acceptance and cost benefits as factors that motivate them to indulge in buying or using counterfeit products. Additionally, there are strong factors that bear an influence to use genuine products such as home conditioning, influence of role models and appreciated personalities.


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