An exploratory study on consumers' purchase of counterfeits in the context of luxury designer brands.

• Main Authors: Koh, Christabel Sze Yinn., Lim, Serene Joo Shi., Ng, Carine Kai Ling.
• Other Authors: Ng, Sharon Sok Ling
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10335
• Institution: Nanyang Technological University

Counterfeiting has become an economic problem that is of international importance and it has led to the formulation of various countermeasures that are based on lawful, political, administrative/business techniques. The luxury goods industry is unique in that it is an industry that relies strictly on marketing and promotion to sell products to a specified group of people. Although only selected few are able to afford luxury goods, the vast majority of people who are exposed to luxury goods advertisements generally developed aspirations of being able to own these products someday. The purpose of this study is to explore the perceptions and attitudes of the different buyer groups of luxury designer brands owners towards counterfeit luxury goods. It is conducted primarily as an exploratory study to understand consumers’ purchase of counterfeits in the context of luxury designer brands. Within this quantitative survey research, it comprises of literature reviews and questionnaire. The questionnaire was analysed using various tests, which included cross tabulations, reliability testing, factor analysis, ANOVA, t-tests, regression analysis and test for moderator. We believe that our recommendations would be useful as a guide for genuine luxury designer brands, with the addition of providing better insights for any future studies on the implications that can be drawn from this research.