An Analytical Study On The Psychological Determinants Influencing Purchase Intentions Toward Counterfeit Luxury Brands In Nagpur City

Abstract

The psychological impetus behind the consumer decision to purchase fake luxury goods is the question that this paper research is asking. The author explores the such variables as the value consciousness, the materialism, the social influence, the perceived risk and the attitude toward counterfeits with the help of descriptive research design and the structured questionnaire carried out among 200 participants. Statistical tests the results of correlation and regression have indicated that the attitude, social influence and value consciousness play a significant and positive role in purchase intentions, but the perceived risk plays a negative role. The conclusions are that social context of consumers together with its psychological considerations are more powerful in the decision-making process of whether to purchase counterfeit luxury goods or not, as opposed to ethical or legal. The study will inform the managers, policy makers, and marketers on the strategies to develop effective mechanisms to reduce the demand of this product and to improve the consumer attitude on the importance of detecting the authentic and moral consumption.