Customer Perception Regarding Purchase of Counterfeit Garments in Selected Areas of Ludhiana City: A Comparative Study of Males and Females

Abstract

People usually purchase counterfeit products for a plenty of reasons like value for money, opportunity to use much cheaper products without worrying about it being damaged, a way to be in trend, seek social status attached to the brand, etc. As a consequence, the sale of counterfeit products does an enormous financial and reputation loss to the original brand manufacturers. Therefore, there is a dire need to research the market in this matter. The research paper aims to understand the perception of the customers regarding the purchase of counterfeit garments. Consumer behaviour studies show that males and females often have different perceptions regarding the same thing because they differ in the way they think. This paper tries to find whether there is any difference between the perceptions of males and females regarding counterfeit garment purchase. Thus, this paper tries to find out the way people think about the counterfeit product purchase and then analyse the difference in the thinking pattern of the two genders.