An Empirical Investigation on the Impact of Consumer Attitudes On Purchase Intentions for Counterfeit Clothing in Punjab

• Published in: Onomazein : revista de linguística y traducción del Instituto de Letras de la Pontificia Universidad Católica de Chile no. 62; p. 538
• Main Author: Munisha, Navdeep Kaur
• Format: Journal Article
• Language: English
• Published: Pontificia Universidad Catolica de Chile, Facultad de Letras 01.12.2023
• ISSN: 0717-1285

The primary goal of the current study is to better understand how consumer attitudes affect people's inclinations to buy fake apparel in the Indian state of Punjab. The study's specific goal is to give readers a thorough grasp of the elements that influence Punjabi customers' perceptions of fake clothing and their intents to buy it. The study's methodology was quantitative. In order to gather information from a sample of 810 customers in the Indian State of Punjab, the study used a survey questionnaire. The results of the survey were analyzed using descriptive statistics like means and frequencies and the t test. The study excluded other parts of India and solely included the State of Punjab in India. This restricts the findings' applicability to other parts of the nation. Policymakers, brand owners, and marketers may find the study's practical implications helpful in devising strategies to address the problem of counterfeit clothing and safeguard consumers' and businesses' interests. The results of this study can help policymakers understand how important it is to raise consumer awareness of the dangers of buying fake clothes. The study's findings can be used by policymakers to create awareness programs that emphasize the drawbacks of buying fake goods. The State of Punjab in India, which has a distinct cultural and economic context, is the subject of this study. The study offers important insights into the elements that affect consumer behavior in a particular setting by evaluating customer attitudes toward counterfeit clothes in this region. Keywords: Consumer attitudes, Counterfeit clothing, Ethical concerns, Purchase behaviour, Customer perception