- Title
- Exploring counterfeit versus authentic purchases of youth consumers
- Creator
- Koeberg, Richenda
- Subject
- Brand name products Young consumers
- Date Issued
- 2017
- Date
- 2017
- Type
- Thesis
- Type
- Masters
- Type
- MCom
- Identifier
- http://hdl.handle.net/10948/18805
- Identifier
- vital:28725
- Description
- The purpose of this research was to explore counterfeit versus authentic luxury branded products from the perspective of consumers’ choice and social influence. Africa’s high level of domestic poverty has been one of the crucial factors for encouraging the import of counterfeit products (Meeking, 2013). In 2011, South Africa had estimated the counterfeit industry to be at R3.60 billion; and it is currently viewed as the world’s fastest growing industry (Le Cordeur, 2012; News24, 2011). Research on the purchases of counterfeit and authentic luxury brands has focused primarily on the supply side; however, this assumes that consumers are unaware of counterfeits. The aim was to explore whether consumers are able to distinguish between authentic and counterfeit products. In addition, the research also aimed to explore: 1) Youth consumers’ perceptions of luxury brands; 2) the attitudes of youth consumers towards counterfeit luxury brands; 3) the behaviour of youth consumers towards counterfeit products in general; and 4) the perceived influence of functional or status utility products on purchase behaviour. Therefore To methods of analysis was used; first a discrimination test was conducted and analysed using basic descriptive statistics were used. And second, a qualitative research methodology was adopted, from a social constructionist paradigm. Four focus-group interviews were conducted and analysed using thematic analysis. The results from the thematic analysis identified five themes, namely: 1) The conceptualisation of counterfeits; 2) conceptualising luxury brands; 3) attitudes towards counterfeit-branded products; 4) consumer decision-making styles; 5) status; and 6) post-purchase behaviour. This empirical study forms a foundation for future research on this phenomenon in the current context. Additionally, manufacturers should be aware of the impact of selling defect branded products on consumers’ conceptualisation of counterfeits. Marketers should also focus on the salient role of sneakers as status symbols among youth consumers.
- Format
- 68 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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NMU School of Industrial Psychology and Human Resources
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