Purchasers Attitude Towards Counterfeit Items - A Survey Study of Nagercoil Town in Tamilnadu

Abstract

Objective: This study aims to examine the proliferation of counterfeit goods, investigate consumer attitudes towards these products, and identify the factors influencing their purchase decisions in the context of Nagercoil city, Tamilnadu, India. Theoretical Framework: The research draws upon theories from previous studies, focusing on understanding the dynamics of counterfeiting in the contemporary consumer market. The theory is built on the relationship between consumers' demographic characteristics and their attitudes and behaviors towards counterfeit goods. Method: The research methodology involves a structured survey conducted with 193 respondents. The collected data was analyzed using SPSS 20.0, and the Chi-Square Test was deployed to determine relationships between demographic characteristics and attitudes towards counterfeit goods. Results and Conclusion: The study found significant differences in customers' perceptions of counterfeits across demographic subgroups. Male consumers were found to be more ethically aligned, while the female segment showed a higher propensity to purchase counterfeits due to influences from friends or previous purchases. Implications of the research: This research exposes the challenges posed by counterfeits, offering critical insights for businesses, regulatory bodies, and consumers. It underscores the need for stringent regulations and awareness initiatives to combat the issue of counterfeiting. Originality/Value: This study adds value by presenting new evidence from a less-studied geographical area and demonstrating the influence of demographic characteristics on attitudes towards counterfeits. It makes a significant contribution to the discourse on counterfeits and consumer behavior.