ATTITUDE OF FEMALES TOWARDS THE COUNTERFEIT PRODUCTS OF LUXURIOUS BRANDS: AN EXPLORATORY STUDY OF PESHAWAR DISTRICT

Abstract

The research study was designed to explore the attitudes of women towards counterfeits products and their willingness to knowingly purchase counterfeit luxury brands. Preferences of 100 women aged 20-40 years from different areas of Peshawar were recorded in relation to the affordability, quality and satisfaction level of counterfeit products. Data was collected using convenience sampling method through a self-administered questionnaire and the recorded data was analyzed through chi-square testusing Statistical Package for the Social Sciences (SPSS). Highly significant results were identified among the sample of both age groups i.e., 20-29 years and 30-40 years in relation to counterfeit products. Majority of the respondents preferred buying
counterfeit products of luxurious brands as they were more affordable and were satisfied with the quality of the product as well. Similarly, women were greatly comfortable and pleased with the use of counterfeit products as with any branded product.