A study on factors contributing to customer preferances towards counterfeit product / Adderly Anak Sonti

Sonti, Adderly (2015) A study on factors contributing to customer preferances towards counterfeit product / Adderly Anak Sonti. [Student Project] (Unpublished)

Abstract

The study aims to investigate which of the social and personality factors affects the attitude of the consumers towards counterfeit products. The study is also set out to examine the relationship of consumers’ attitude towards counterfeit product with purchase intention. A survey of 300 respondents was conducted in Serian, Sarawak.
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 entice the consumer to buy the original product and not the counterfeit version.

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Item Type: Student Project
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Sonti, Adderly
2012478026
Subjects: H Social Sciences > HC Economic History and Conditions > Consumers. Consumer demand. Consumption
H Social Sciences > HD Industries. Land use. Labor > Business analysts
Divisions: Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration with Honours (Marketing)
Keywords: Consumers attitude, Counterfeit products, Marketing strategies
Date: January 2015
URI: https://ir.uitm.edu.my/id/eprint/42743
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