The Counterproductive Aspects of Charm: Counterfeit Cosmetics and the Purchasing Intention of Bangladeshi Undergrads

Abstract

The current research explores the counterproductive aspects of charm in the context of counterfeit cosmetics and the purchasing intention of Bangladeshi undergraduate students. The study examines four hypotheses: H1) A correlation exists between ostentation and affordability. H2) A correlation exists between ostentation and psychological contentment. H3) A correlation exists between psychological contentment and affordability. H4) There is a correlation between affordability, lack of knowledge, and purchasing intention. Data for this study was obtained via an online survey, with a total of 147 participants. All predictions were confirmed, demonstrating a robust correlation between exhibitionism, affordability, psychological contentment, and purchasing inclination in the context of counterfeit cosmetics among undergraduate students from Bangladesh. The results of this study can offer valuable perspectives for domestic and international cosmetic brands regarding customer perceptions of the market and the determinants that impact their purchasing, preference, and loyalty choices.