Abstract
Proliferation of Counterfeit Consumer Products is one of the insistent apprehensions confronting managers and companies in many countries. The current study compared the influence of price and country of origin effects on consumer attitude and purchase intention of counterfeit consumer products in the Kumasi Metropolis of Ghana. The study adopted a positivist research philosophy and a descriptive research design in gathering and analysing the data. A total of 265 respondents was sampled for the study. A Statistical Package for Social Sciences (SPSS) was employed using T - Test statistic as well as the Kruskal - Wallis test in cross examining the demographic features and the study's variables. Structural Equation Modelling statistical (SEM) technique using Partial Least Square (PLS) software version 3.0 was employed in determining the hypothesised relationships of the study. It was observed that, country of origin effect has a superior influence on both consumer attitude and purchase intention than price of the counterfeit products. The results also showed a significant association between level of education and consumer counterfeit products purchased. The findings contribute to the scant empirical studies that compare price factor and country of origin effect on attitude and intention to purchase in a single survey research.
Highlights
Activities of counterfeiting appear to be growing at a more rapid speed than ever (Wilcox et al, 2009) in spite of governments, law - enforcement agencies as well as organisations using considerable resources in tackling them
This study aims to fill that gap in the extant literature by comparing the strength of both price and country of origin effects on counterfeit consumer purchases so as to add knowledge to literature, practice and policy initiatives in fighting counterfeiting in the sub – Saharan Africa
The main implication is that, the more people become educated the less they involve themselves into the purchase of counterfeit products
Summary
Activities of counterfeiting appear to be growing at a more rapid speed than ever (Wilcox et al, 2009) in spite of governments, law - enforcement agencies as well as organisations using considerable resources in tackling them. The practice has become a serious worldwide predicament in its own right - in the past three decades (Bian and Moutinho, 2011). Such an occurrence has become very complicated to control - especially in the consumer market (Sahin and Atilgan, 2011). According to Stumpf and Chaudhry (2011), understanding the root of consumers' involvement in buying counterfeit products is sternly social, economic and opinionated sticky situation. Chaoa (1998); Jaffe and Nebenzahl (2001) all observed that, customers and consumers inclined to oversimplify the value of all products from one country to the other; such that, countries that are professed positively to specific product’s quality tend to have premiums (Nebenzahl and Jaffe, 1996). With strong effect even on consumer markets (Roth and Diamantopoulos, 2009)
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