Factors affecting the purchase intention towards counterfeit fashion products : an enquiry among working professionals in Nepal | |
| Author | Malla, Sirapa |
| Call Number | AIT RSPR no.SM-19-15 |
| Subject(s) | Social influence--Marketing Brand name products--Nepal Consumers--Nepal |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | The production of counterfeits has boosted due to advanced technological tools, with fashion goods being highly vulnerable to counterfeiting. Manufacturers continue to aggressively produce and distribute the substandard version, with consumers either mistaking it for an original or intentionally purchasing it. In Nepal, counterfeit fashion products are spreading at a rampant pace, with demand for those products on a rise. Despite this, the reasons behind the purchase of such products in the Nepali market has been under-explored. This study, therefore, aims to overcome this gap, by examining the purchase intention behind counterfeits among working professionals as they have both the income and purchasing power. Initially, a pilot study was conducted after which the main survey was conducted among 150 randomly selected companies including several branches of the same companies. Several statistical tools were used for analysis. Normative susceptibility, perceived risk and price consciousness exerted a significant positive, negative and positive relationship on the purchase intention towards counterfeits. Although not generalizable, the marketers could use the findings to understand why consumers prefer counterfeits over the originals and develop marketing and awareness campaigns accordingly. Moreover, the government could playa major role by implementing anti-counterfeiting strategies to create a safe business environment. |
| Year | 2019 |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Vimolwan Yukongdi; |
| Examination Committee(s) | Zimmermann, Willi;Islam, Nazrul; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |