Abstract
Previous research has shown that counterfeit activity causes major losses to individuals and country’s economy in the global market. This is as a result of less awareness being created across various markets. The study introduced an integrated cognitive behavioural theory in order to advance knowledge in such dimension. The aim of this research study is to investigate the influence of offline, online media and counterfeit awareness among non-perishable and non-food products in Ghana. The research mainly assessed offline media such as, television, radio, newspaper, and billboard, as well as online media such as, facebook, linkedIn, whatsapp, and twitter. A sample of 196 respondents was employed using convenient selection method. A self-completed 5 point Likert structured questionnaire survey was the data collection instrument used. The data collected were computed and analysed by multiple regression to determine the significant association between the variables involved in this study. The overall results of the offline media variables revealed that, only radio is found significant association with counterfeit awareness among non-perishable and non-food products in Ghana. Among the variables that are rejected with no significant association with counterfeit awareness involved television, newspaper and billboard. With regard to the results of online media, all the variables were rejected with no significant association with counterfeit awareness among non-perishable and non-food products in Ghana, involved facebook, linkedin, whatsapp and twitter. The study recommends that consequences about using counterfeit product should be explored to ascertain its effect.
Highlights
It is observed that the tendency of consumer buying decision making towards counterfeit products is on the rise
With regard to the results of online media, all the variables were rejected with no significant association with counterfeit awareness among non-perishable and non-food products in Ghana, involved facebook, linkedin, whatsapp and twitter
The main purpose of this study is to investigate the influence of offline, online media and counterfeit awareness among non-perishable and non-food products in Ghana
Summary
It is observed that the tendency of consumer buying decision making towards counterfeit products is on the rise. Staake et al (2008) suggested that counterfeit is affecting the activities of different types of industries, and similar study, Spink and Moyer (2011) examined that organisations are failing to alert consumers and regulators about the awareness of counterfeit products in relevant markets. It is found that the awareness of faked or imitation products is on a lowered side which makes consumers continually select these products. The manufacturers, suppliers, and retailers have played minimum role to enable consumers become much aware about faked products, and yet they accounted for the sales losses Albers-Miller (1999); Yoo and Lee (2009); Allen (2012); Cademan, Henriksson and Nyqvist (2012). Siva (2010) suggested that black market in counterfeit drugs is worth billions, but it does untold damage to the health of the ijms.ccsenet.org
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