Research Paper
Year: 2020 | Month: September | Volume: 7 | Issue: 9 | Pages: 128-136
Consumer Perception and Purchasing Behavior towards Counterfeit Products- Effect on Original Brand Image
Dr. Aarthy Chellasamy, Abhijith Satya Varma, Nikithaa Paarakh
Assistant Professor, Business Studies and Management-BGR Campus Christ (Deemed to be University), Bangalore, India
Corresponding Author: Aarthy Chellasamy
ABSTRACT
Counterfeit products are those products which are made in exact imitation of something valuable with the intention to deceive or defraud. Counterfeiting has gained a lot of scope in this era and we can see this practice being followed in almost all industries in India. The objective of the research is to analyse the perception and knowledge levels of different consumers about these products and to identify major factors influencing the consumer purchasing decision on these products. For the same, responses were taken from 101 consumers from Bengaluru through a structured questionnaire circulated online. The study concluded that consumers in the market are well aware of the different types of products available and there is no significant impact on consumer perception and purchasing behaviour on the brand image of the product. Hence, firms should focus more on their marketing strategies in order to get a competitive edge and not on changing consumer perceptions and preferences.
Keywords: counterfeit products, brand image, consumer perception, consumer purchasing behaviour
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