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The Mediating Role of Attitude Towards Intentional Buying of Counterfeit Goods: An Indian Consumer’s Perspective

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Title The Mediating Role of Attitude Towards Intentional Buying of Counterfeit Goods: An Indian Consumer’s Perspective
 
Creator Raj, Ritu
Verma, Saurabh
Yadav, Sunil Kumar
Yadav, Rakesh Kumar
 
Subject Consumer behaviour
Counterfeiting, Innovation
Intellectual property rights
Non-deceptive counterfeiting
 
Description 1285-1294
The current study offers a conceptual framework for how consumer attitude for buying the counterfeit goods may
mediates the relationship between consumer perceptions and their buying intentions to acquire the counterfeit goods in
India. A hypothetical model is being proposed and validated through survey questionnaire. An overall sample size of 960
respondents were being selected from the different counterfeit markets of Delhi (India). To capture the true behavior of
shoppers in the retail environment, face-to-face interviews were conducted utilizing the mall-intercept approach. The
mediation model is validated through SPSS and PROCESS macro. According to the results, consumers' view of buying
counterfeit goods has a favorable impact on their purchase intentions, and this effect is entirely mediated by customers'
perception of buying counterfeit goods in India. This study is admissible to the present marketing environment because it
offers brand makers and marketers insightful information that they can use to create strategies and regulations that will
effectively sway customers' decisions to buy counterfeit goods in India.
 
Date 2023-12-29T12:14:33Z
2023-12-29T12:14:33Z
2023-12
 
Type Article
 
Identifier 0022-4456 (Print); 0975-1084 (Online)
http://nopr.niscpr.res.in/handle/123456789/63133
https://doi.org/10.56042/jsir.v82i12.3371
 
Language en
 
Publisher NIScPR-CSIR, India
 
Source JSIR Vol.82(11) [November 2023]