Factors affecting consumers’ purchase intention for counterfeit luxury goods in Bangladesh

Abstract

The purpose of study is to examine the factors behind the purchase intention for counterfeit luxury goods in Bangladesh using the Theory of Planned Behavior (TPB). This research also sought to measure the effect of product attribute, brand image, level of income, price, and gender regarding the purchase intention for counterfeit luxury goods. Data were gathered from a sample of 242 individual respondents living in different areas of Dhaka city who had experience of purchasing various counterfeit luxury goods. A structured questionnaire was used to obtain survey data through a personal interview. Descriptive statistics, reliability statistics, one-way ANOVA, and multiple regression analysis have been used to analyze the collected data. The results show that among five factors, only three of them, such as product attribute, brand images and level of income, are more influential predictors in purchase intention for counterfeit luxury items than price and gender. The findings of the study show a better understanding based on a developing country on how these factors affect purchasing intention of counterfeit luxury items. Thus, the study intends to identify different socio-demographic and behavioral predictors in terms of counterfeiting luxury goods. The result depicts that comparing to original products, Bangladeshi consumers are more prone to use counterfeit luxury items to maintain social values and status. Finally, limitations and managerial implications of the study, along with future research avenues, have been discussed.

Risk-taking and WOM as moderators in the relationship between status consumption, brand image and purchase intention of counterfeit brand shoes

“…The findings from the study suggest status consumption (low-income consumers) is positively associated with the purchase intention of counterfeit branded shoes (Hypothesis 1); the conclusion is consistent with the literature (Gani et al, 2019;Hussain et al, 2017;Rahman et al, 2011). Further, the results also support the positive association between brand image and purchase intention (Hypothesis 2), which concurs with the previous studies (Abdullah and Yu, 2019;Bian and Moutinho, 2011;Ha and Tam, 2015).…”

“…The findings from the study suggest status consumption (low-income consumers) is positively associated with the purchase intention of counterfeit branded shoes (Hypothesis 1); the conclusion is consistent with the literature (Gani et al. , 2019; Hussain et al.…”

The impact of lay elitism on preference and choice inconsistency in consumption across cultures

“…In the past, researchers have attributed East Asian luxury consumption patterns to being materialistic (Mainolfi, 2020;Podoshen et al, 2011;Sun et al, 2014) or to signal their rising status as middleclass consumers (Gani, 2019). In some cases, Chinese consumers are stereotyped and called by the nickname "tu hao" (village tycoons who have a vulgar taste in materialistic goods), a term that characterizes the new rich but is often associated with negative connotations.…”

The Effect of Customer Perception on Purchase Intention of Palm Oil Based Product in Malaysia

“…Therefore, perceive quality had significance influence on consumer purchase intention. Gani, Alam, Al-Islam, Chowdhury, and Faruq (2020), uncovered that when come to counterfeit luxury product in Bangladesh, the attributes of the products play a role in shaping consumer purchase intention. It's like the features of the product hold some serious sway over whether consumers are reaching for those goods.…”