Abstract: This study examines customers attitude for purchasing counterfeit cosmetic products. We studied the influence of personality and socio- economic factors on attitude. Data were collected from a sample of 598 respondents using a well-established questionnaire. Hypotheses were tested by utilizing multiple regression, exploratory factor analysis was used to evaluate customers attitude towards counterfeit cosmetic products. We have found that more price and value conscious, novelty seeker and seek status of famous brands one was, the more positive was an individual’s attitude towards fake goods. Findings revealed that selling as well as buying of counterfeit products is a crime and consumer attraction towards phony goods is directly proportional to their price. Socio-economic characteristics were also important in influencing attitude. Results demonstrated that education and lower income groups play a vital role in influencing consumers attitude. Conclusively, attitude with respect to counterfeit products was significant in influencing intention to purchase.
Keywords: Consumer attitude, counterfeit products, factor loading, personal and socio-economic factors, purchase intention.
Title: INFLUENCE OF PERSONALITY AND SOCIO-ECONOMIC FACTORS ON CONSUMER ATTITUDES TOWARD COUNTERFEIT COSMETIC PRODUCTS: A CASE OF BILASPUR TOWN IN HIMACHAL PRADESH, INDIA
Author: Ravi Kumar, Dr. Rakesh Kumar Shukla, (Prof.) Dr. Yashwant Singh Negi
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
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