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

Abstract

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.