Impact of Consumer Attitude, Subjective Norms and Perceived Control of Behaviour on Purchase Behaviour towards Counterfeit Cosmetic Brands

Abstract

Counterfeiting not restricted to a particular good, brand or area, but it is observed almost in all goods, brands and whole of the world. It is hard to find any nation where counterfeit goods are unavailable. The quantum of counterfeit products in developing and less developed economies is found to be very high. However, the developed economies are also prone to counterfeiting. Many factors have been found which affects the demand and supply side of counterfeiting. A number of studies have been conducted on deceptive and non deceptive part of counterfeiting. This paper analyzes the Impact of Consumer Attitude, Subjective Norms and Perceived Control of Behavior on Purchase Behavior towards Counterfeit Cosmetic Brands. The next section deals with the effect of various factors like Price quality, risk averseness; fashion consciousness, social conformity, status-seeking, personal gratification, and integrity, etc. have affected the purchase behavior of consumers. The final section concludes that with the increase in price-quality , risk averseness, Personal experience, Social conformity, a consumers behavior can be changed. Integrity also play an important role in the purchase behaviour of consumer. Keeping in view, the theory of planned behavior has been applied to know the effect of various underlying factors on counterfeit purchase behavior.