The Determinants of Purchase Intention towards Counterfeit Mobile Phones in Pakistan

Abstract

This study intends to examine the relationship of Brand image, Brand attachment, low price, past experience, and attitude on consumer purchase intentions in the context of counterfeit mobile phones in Pakistan. A sample of 153 students with the help of a questionnaire containing 28 statements related beliefs about counterfeited mobiles was taken. The data were analyzed using linear regression using SPSS. The findings support the significant influence of past experience and low price on attitude towards counterfeit mobile phones. Positive association between past experience, Low price and attitude towards counterfeit mobile phones were found and there is also a positive association of attitude with young consumer’s purchase intentions. Strangely, low price was not significant in influencing the purchase intentions. Brand image and Brand attachment were also found no significant in influencing purchase intention of customer. For both practitioners and academics, the findings of this study hold important implications. The paper guides the policy makers and academics about the main predictors of consumer’s attitude towards counterfeit mobile phones.