The survey on consumers attitude towards counterfeit products in Malaysia / Wan Zakaria Wan Yusuf

The study aims to investigate which ofthe personality social factors affects the attitude ofthe 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 111 respondents was conducted in the Malaysian market. It is discovered that price consciousness, perceived risk, integrity and information susceptibility are the independent variables that strongly influence consumers’ attitude towards counterfeit product. Attitude towards counterfeit product was also found significant in influencing purchase intention. This reinforces the mediator role of attitude in its relationship with purchase intentions. 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. Theoretical contribution of this study is an