Seybold Report ISSN: 1533-9211
Munisha, Dr. Navdeep Kaur
Vol 18, No 6 ( 2023 ) | Licensing: CC 4.0 | Pg no: 342-351 | Published on: 30-06-2023
Abstract
Purpose: The current study is majorly aimed at investigating the influence of demographics on consumer attitudes towards purchasing counterfeit clothing in the State of Punjab, India. Specifically, the study aimed to explore the relationship between age, gender, income, and education level and attitudes towards counterfeit clothing purchases.
Design/ Methodology Used: The study was quantitative in nature. The study used a survey questionnaire to collect data from a sample of 810 consumers in the State of Punjab, India. Descriptive statistics, such as means and frequencies along with t test and ANOVA were used to analyze the data collected from the survey.
Research limitations: The study only focused on the State of Punjab, India, and did not include other regions of India. This limits the generalizability of the findings to other regions of the country.
Practical implications: The findings of this study can inform policymakers about the need to increase consumer awareness of the consequences of purchasing counterfeit clothing. Policymakers can also use the study findings to design and implement policies that target specific demographic groups, such as younger consumers, who may be more likely to purchase counterfeit clothing.
Originality/value: this study focuses on the State of Punjab in India, which has a unique cultural and economic context. By examining consumer attitudes towards counterfeit clothing in this region, the study provides valuable insights into the factors that influence consumer behavior in a specific context
Keywords:
Consumer attitudes, Counterfeit clothing, Demographics, Ethical concerns, Purchase behavior.