Customer’s Purchase Intention of Counterfeit Mobile Phones in Pakistan

Arslan Rasheed, Muhammad Farhan, Maimoona Zahid, Nageen Javed, Muhammad Rizwan

Abstract


Purchase intention is the willingness of people to buy a certain product. When we evaluate the alternatives, purchase decision is ready to be made by the consumer. Purchase Intention does not result in actual purchase every time .The marketing organization should help consumer to act purchase intention. Variety of ways is used by organization to attain it. Our Purpose of this study is basically to identify the purchase intentions of counterfeit mobile phones by consumers in Pakistan. Four preceding factors influence the consumer’s purchase intentions based counterfeits products. By using self-administered questionnaires we collected data from our 160 respondents. For regression analysis we entered all that data into SPSS and do analysis also. Results of our study show significant relationship of past experience and attitude towards counterfeits on purchase intention. The results show insignificant relationship of low price and easy access on purchase intention, and easy access also shows significant relationship towards attitude towards counterfeits.  These factors influence the purchase intention. Our this study is a vital source for the national and international marketers to collect information how different factors effect consumer’s purchase intention.


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DOI: http://dx.doi.org/10.5296/jpag.v4i3.5848

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