A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products
Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research studies regarding counterfeiting undertaken in the past have had a strong focus on the supply side of the industry, whereas few studies look to consumer demand and even fewer towards consumer demand for c...
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ndltd-netd.ac.za-oai-union.ndltd.org-unisa-oai-umkn-dsp01.int.unisa.ac.za-10500-130322016-04-16T04:08:24Z A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products Manley, Leanne Lauren Wiid, J. A. Cant, M. C. (Michael Colin), 1957- Marketing Counterfeit Non-deceptive counterfeit Brands Luxury brands Brand value Fashion Consumer behaviour Decision-making 658.83430968 Clothing trade -- South Africa Product counterfeiting -- South Africa Fashion merchandising -- South Africa Consumer behavior -- South Africa Brand name products -- South Africa Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research studies regarding counterfeiting undertaken in the past have had a strong focus on the supply side of the industry, whereas few studies look to consumer demand and even fewer towards consumer demand for counterfeit products in an emerging African market. The aim of this research study, therefore, was to provide a descriptive analysis of the South African consumers‟ intention to purchase authentic luxury fashion brands versus counterfeit products and secondly, to examine if various demographic groupings differ in their purchase intentions. In order to achieve the research objective, an extensive literary review was conducted on the global counterfeit problem with specific focus on the South African counterfeit industry. The concept and value of branding was highlighted, followed by a discussion on consumer behaviour in conjunction with the decision-making process and the consumers‟ intention to purchase. An empirical study was conducted with UNISA students residing within the areas of Gauteng, KwaZulu-Natal and the Western Cape through a mixed method approach. Qualitative research formed the first leg of the study and assisted in identifying past purchase behaviour of authentic and counterfeit luxury fashion brands. Once identified, these brands were then utilised in a quantitative survey to satisfy the research objectives. The results of this research study indicate that South African consumers‟ have a high intention to purchase authentic luxury fashion brands versus a low intention to purchase counterfeit products. Business Management M. Com. (Business Management) 2013-12-05T09:48:20Z 2013-12-05T09:48:20Z 2013-12-05 Dissertation http://hdl.handle.net/10500/13032 en 1 online resource (xlv, 201 leaves) |
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Marketing Counterfeit Non-deceptive counterfeit Brands Luxury brands Brand value Fashion Consumer behaviour Decision-making 658.83430968 Clothing trade -- South Africa Product counterfeiting -- South Africa Fashion merchandising -- South Africa Consumer behavior -- South Africa Brand name products -- South Africa |
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Marketing Counterfeit Non-deceptive counterfeit Brands Luxury brands Brand value Fashion Consumer behaviour Decision-making 658.83430968 Clothing trade -- South Africa Product counterfeiting -- South Africa Fashion merchandising -- South Africa Consumer behavior -- South Africa Brand name products -- South Africa Manley, Leanne Lauren A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products |
description |
Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research studies regarding counterfeiting undertaken in the past have had a strong focus on the supply side of the industry, whereas few studies look to consumer demand and even fewer towards consumer demand for counterfeit products in an emerging African market.
The aim of this research study, therefore, was to provide a descriptive analysis of the South African consumers‟ intention to purchase authentic luxury fashion brands versus counterfeit products and secondly, to examine if various demographic groupings differ in their purchase intentions. In order to achieve the research objective, an extensive literary review was conducted on the global counterfeit problem with specific focus on the South African counterfeit industry. The concept and value of branding was highlighted, followed by a discussion on consumer behaviour in conjunction with the decision-making process and the consumers‟ intention to purchase. An empirical study was conducted with UNISA students residing within the areas of Gauteng, KwaZulu-Natal and the Western Cape through a mixed method approach. Qualitative research formed the first leg of the study and assisted in identifying past purchase behaviour of authentic and counterfeit luxury fashion brands. Once identified, these brands were then utilised in a quantitative survey to satisfy the research objectives.
The results of this research study indicate that South African consumers‟ have a high intention to purchase authentic luxury fashion brands versus a low intention to purchase counterfeit products. === Business Management === M. Com. (Business Management) |
author2 |
Wiid, J. A. |
author_facet |
Wiid, J. A. Manley, Leanne Lauren |
author |
Manley, Leanne Lauren |
author_sort |
Manley, Leanne Lauren |
title |
A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products |
title_short |
A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products |
title_full |
A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products |
title_fullStr |
A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products |
title_full_unstemmed |
A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products |
title_sort |
descriptive analysis into south african consumers' intention to purchase authentic luxury fashion brands versus counterfeit products |
publishDate |
2013 |
url |
http://hdl.handle.net/10500/13032 |
work_keys_str_mv |
AT manleyleannelauren adescriptiveanalysisintosouthafricanconsumersintentiontopurchaseauthenticluxuryfashionbrandsversuscounterfeitproducts AT manleyleannelauren descriptiveanalysisintosouthafricanconsumersintentiontopurchaseauthenticluxuryfashionbrandsversuscounterfeitproducts |
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