The determinants of purchase intention of consumers towards counterfeit shoes in Pakistan

Abstract

Purpose - The purpose of this study is to understand the factors that influence attitude and purchase intention of the consumers towards buying counterfeits especially the counterfeit shoes. Particularly we are interested in the factors; attitude, value consciousness, social status, low price, easy access and previous experience.

Design/Methodology/Approach- Total 180 participants out of 200 completed the questionnaire that contained two sections. Section I contained 5 questions for data collection regarding demographics of the participants, Section II contained 24 different statements related to purchase intention, attitude towards buying counterfeit shoes, value consciousness, low price, social status and past experience. The data was analyzed using linear regression.

Findings - Low Price, Easy Access and Past Experience have a Positive significant relationship with Attitude towards Buying Counterfeit Shoes, while Value Consciousness (negative) and Social Status found an insignificant relationship with Attitude towards Buying Counterfeit Shoes. Attitude towards Buying Counterfeit Shoes explains a considerable percentage of the variance of intention to purchase counterfeits Shoes. Low Price and Past Experience found a positive significant relation with Purchase intention while Easy Access found (negative) an insignificant relation with purchase intention.

Research Limitations - A more appropriate and effective method will be the data collection from the individuals doing shopping in the shopping malls and other shoes shops. Ethical and moral values influenced by culture, nationality and other such factors may be included. Future research should examine attitude and purchase intention of consumers in regards of T-shirt, Dress Shirts and Jeans.

Originality/Value - A specific high usage consumer item, one of the basic needs of people; studied as opposed to previous studies only examining Counterfeit Mobile phones.