Abstract:
Counterfeit goods have entered the market all over the world, making it hard to
recognizethe difference between genuine and imitated products. Having boosted by
globalization and lifted trade barriers, counterfeit products have become a
significant issue around the world that destroys economic exercises. Further, it
represents a different aspect of social life. Even though such products are widely
available in the Sri Lankan market, the grounds relating to the purchase of
counterfeits still remain largely undiscovered. Thus the present study aims to
identify the impact of consumers’ personal factors, i.e., value consciousness,
personal gratification, integrity, status consumption, and novelty seeking on their
attitude on purchasing counterfeits of branded apparel products while examiningthe
relationship between the variables. The study was based on a sample of 222
consumers who live in Kurunegala district, Sri Lanka. A survey was conducted
using a self- administered questionnaire designed on established scales to collect
primary data. In thisresearch, an explanatory research design was used and this is a
basic research. Furthermore, this research falls under the quantitative research
approach, and unit of analysis of this study was consumers in the Kurunegala
District. To analyze the data, a variety ofstatistical techniques including, descriptive
analysis, correlation, and regression tests were used. It was discovered that status
consumption and novelty-seeking of the consumers are significantly correlated
with their attitude of purchasing counterfeits of branded apparel products whereas
factors of value consciousness, personal gratification,and integrity did not reflect a
significant relationship with attitude on purchasing counterfeits. Furthermore, it
was found that there is a positive and significant effect frompersonal factors of the
consumers for attitude on purchasing counterfeits of branded apparel products. The
research provides an in-depth understanding of Sri Lankan consumers’ attitudes
towards counterfeits of branded products. By having a better understanding of the
consumers’ behavioural intentions of purchasing counterfeits of branded products,
the owner of the genuine brand products can produce better products and make
better sales and marketing strategies to encourage customers to purchase their
original products.
Keywords: Attitude, counterfeiting, integrity, personal gratification, value
consciousness
