Abstract
The study aims to investigate the factors which affect the buying behaviour of the consumers and their attitudes towards counterfeit products. The study is also set out to examine the relationship of consumers’ buying behavior towards counterfeit product with purchase intention. The authors used primary data which was collected through questionnaire consisting of 12 questions. A survey of 100 respondents was conducted in the educational institutes and offices of Karachi. Regression model was used to test the hypothesis postulated and research questions. It was discovered that there is no impact of counterfeit products on consumer buying behaviour. By having a better understanding of the consumers’ behavioral intentions of buying counterfeit products, the manufacturers and marketers of the genuine brand products can make better marketing strategies to attract the consumer to buy the original product and not the counterfeit version. Theoretical contribution of this study is an extension of knowledge of consumers’ buying behaviour with regards to counterfeit products in the fashion industry of Karachi.
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