Abstract: Counterfeit consumption has been on an upsurge globally aided by comparative higher trade margins and increasing demand for renowned brands at lower prices. Social cultural factors have been found to play a major role in the growth of the trade as they influence the intention hence purchase of such goods. Findings on what motivates this trade are not yet not conclusive, necessitating further study. The objective of this study therefore was to investigate the effect of social cultural factors on the purchase intention of counterfeit mobile phones. The study applied an explanatory research design among university students, with a target population of 500 drawn from young and middle generations within universities in Kenya.
A well-structured questionnaire with a 5 point Likert scale was used as the data collection tool and simple random methods used to collect the data. Cronbach’s alpha was used to test for the instrument reliability. The study adopted positivism research paradigm to collect data from the target population. Excluding missing data and outliers from the 500 students sampled, data collected from 450 respondents were analyzed using descriptive statistics and inferential statistics analysis in the Statistical Package for Social Sciences (SPSS) to determine the relationship of social cultural factors and purchase intention with the significance of the relationship being tested at 95% confidence level (P=0.05). The results revealed that Social cultural factors have positive and significant effect (ꞵ=0.579, r2 = 0.332, P<0.05) on consumer purchase intention towards counterfeit mobile phone among the young and middle aged generations in Kenya. This study will help government agencies to understand some new ways to combat the illicit trade as well as mobile phone marketers who will devise ways to fight against the unfair competition posed by fake products.
Keywords: purchase intention, social cultural factors, counterfeits.
Title: Impact of social cultural factors on Purchase intention of counterfeit mobile phones
Author: B.M. Muia, R. Bonuke, C. Lagat
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 10, Issue 1, April 2022 - September 2022
Page No: 65-74
Research Publish Journals
Website: www.researchpublish.com
Published date: 23-April-2022
