Drivers of Customer Attitudes toward Counterfeit Luxury Fashion Products: A Multidimensional Study
Abstract
This thesis examines the complex problem of counterfeit luxury products in Pakistan, with a specific focus on the psychological, socio-cultural, and economic elements that influence customer attitudes and intends to purchase. The increasing demand for luxury fashion is accompanied by a corresponding growth in the market for counterfeit products, creating a paradoxical situation for rising nations. The study utilizes the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA) to analyze consumer motives, specifically focusing on perceived social status, value consciousness, and fashion consciousness. Using quantitative research methodology, the study uses questionnaire survey to collect data from 431 consumers. The results emphasis the interaction of cultural norms, status consumption, and price sensitivity in influencing attitudes towards counterfeit luxury items. This study highlights the economic ramifications of counterfeit markets and provides valuable information for brand managers and regulators to formulate effective ways to address this widespread problem. The study seeks to contribute to the broader discussion on luxury brand management and consumer behavior in developing nations by examining the psychological and cultural factors that drive counterfeit buying.
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