Consumer Attitude towards Counterfeit Products: With Reference to Pakistani Consumers

Abstract

The main purpose of this research is to develop and test a model that shows the main predictors of consumer’s attitude toward counterfeit products and to help companies to realize the main factors that are influencing consumer attitude towards counterfeit products and build successful anti-piracy policy. Population was all the students of the Bahawalpur District. Sample unit was the students of Islamia University of Bahawalpur as regular or private students. Sample frame was all the students of DMS which are at the level of Bachelor, Master and MS. We have used the convenience and non-probability sampling techniques in this study.  Sample size140 for this study conducted in Bahawalpur district. The main part of the paper is to show that consumer buy counterfeited products are dependent on the attitudes they have toward counterfeit products, which is influenced by price-quality inference, perceived risk, subjective norm, integrity, and personal gratification.