Introduction
As many studies and researches evaluating factors influencing consumers purchase intention towards original and counterfeit products, there may be slight differences in the result regarding the condition of the consumer, country and also manufacturer at that time. This comparison study will analyze what are the differences in the result between three articles published in international journal and the author’s group findings.
Behavioral Loyalty and Attitudinal Loyalty: Malaysian’s Intention on Counterfeit Clothing and Footwear (Annie Ng Cheng San & Choy Johnn Yee in year 2012)
The study is actually aiming to see the impact of brand loyalty, which is by nature, comes from behavioral loyalty and attitudinal loyalty, to the purchase intention towards counterfeit clothing and footwear. Based on the past researches, it defined attitudinal loyalty as the commitment of the consumer and the brand in a good way and behavioral loyalty as the purchase habit that leads the customer to purchase the product. However, there are many pros and cons regarding the true meaning or measurement of brand loyalty. Some of the researches said that attitudinal loyalty is not relevant in measuring the brand loyalty whereas some said it is. The same thing happens with the behavioral loyalty, which in the end made those two factors become inseparable in creating true loyalty to the brand. Thus, the study came up with the findings as follows:
They found that behavioral loyalty and attitudinal loyalty had a significant negative relationship towards purchase intention towards counterfeit clothing and footwear. This means the higher the commitment of the consumer to the original clothing or footwear product, the less lik...
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...its are everywhere, then he will not mind to buy the counterfeit products. This is supporting the research done by Jason that actually social cost has a negative relation with purchase intention. Because in the law in Indonesia concerning about counterfeits products is not that strong, people may have lower perception about the social cost they have to bear if they buy the counterfeit products. Therefore, nowadays, more and more people are triggered to buy the counterfeits one. Besides, many of the respondents and interviewees said that the low quality of counterfeit products can be compensated with the cheap price given. Because for them the price of counterfeits is cheap, they will not bother to have low quality of product also. Thus, it is also showing a positive relationship between value consciousness and purchase intention towards counterfeit fashion products.
Mise, J. K., Nair, C., Odera, O., & Ogutu, M. (2013). Determinants of Brand Loyalty and Product Quality of Soft Drink Consumers. Asian Journal of Business and Management , 1 (1), 8-13.
The adoption of a brand by a non-target market does not always have such positive results. Since the 1990s, luxury brand Burberry has been dealing with its association with “chavs,” in Great Britain. The chavs are a lower class group associated with rowdiness, hooliganism, and crime. They adopted the famous Burberry checkered pattern as part of their uniform. This resulted in a decrease in brand loyalty of Burberry’s upper-class English customers. In response, the company discontinued production of the checkered caps and reduced reliance on their famous trademark plaid design (Fitch 2009).
Characteristics of our society reflect in the outcome of purchasing tendencies. How many of us can honestly say we make a valid effort to purchase goods made in our own country? In our face paced world where both parents are in the work force, raising children, social activities and everything else, who has time to make an effort? Most often, consumers only care about marking off the s...
The creation and sale of low-cost counterfeits, replicas and knock-offs of brand-name originals is a common occurrence. Across all markets, counterfeiting and piracy account for $461 billion (OECD/EUIPO, 2016). Only 25 countries have GDPs greater than that. (Statistics Times, 2017) In the world of fashion accessories, there are many companies that look to benefit from consumers’ desires to own something luxurious while paying not-so-luxurious prices.
An object worth good value is determined by how society sees it. Hammerslough contends, “A fairly low price and decent quality for an item are no longer the only standards of what makes for good ‘value.’ The other sense of value- a source of strength or esteem-creeps into material objects as well (317)”. As years pass on by, the meaning of value one considers in making a purchase changes. How much an item is worth is no longer what is considered as good value, good value is considered to be an item that gives power, a feeling of being dominant over others who do not have such an item and revere those items. Lasn implies, “Your friends reinforce the brandhunting. Wearing the same stuff and hearing the same music makes you a fraternity, united in soul and form (379)”. Sometimes consumers buy items to fit into a clique or crowd. The clothes and valuables one wears and owns define their place in society. Wearing clothes out of date or different from others may make that person an outsider or outcast. Hammerslough’s claim was accurate because the truth is, most people do not even want the product; only buy it to feel dominant and feeling of acceptance to boost their
... brand name, and profit off the goodwill and recognition that the brand has built up. This can quickly cause irreparable damage to the brand and the brand’s reputation. The competition between the brand and the counterfeit product leads to more resources being spent on counterfeit detection methods that go directly to prices the consumer pays.
Finer Bags, at the time of the case study, presented itself and the work it does in a straight forward way without falsifying their business practices. In this way Finer Bags offers themselves honestly, the problem arises once you consider the actual work being done. Finer Bags produces counterfeit bags, a practice which is innately dishonest. Counterfeiting products, is to benefit from the work of others for example, for every luxury bag that is made and sold there is a large workforce employed. From the designers and marketers, to the stichers and material acquisitions department, companies like Louis Vuitton spend a lot of time and resources to ensure their product is of a high quality and their brand provides consumers with confidence and reassurance that the bag they buy is worth the price they pay.
Luxury goods are not the necessities but are very much desirable to people which is supported by a share of money income. They are not easily available and affordable for everyone but due to the coming up of competition in market this has been changed. Nowadays, every individual wants to raise their self high and wants to be different from everyone. Since, the times have changed luxury goods have become more affordable for middle class consumers. Whenever we open our social media accounts such as Instagram, snapchats or news on internet or be it the reality shows, it is full of rich people showing off their dresses, bags, accessories etc. Such news put an impact on our inner thinking about our need to look and feel good through rich possessions. Several manufactured goods have become luxury goods as they are designer, durable and better quality. These goods are considered as luxury goods by the consumers because they play a role of status and class for those who showcase or owns them. These items are not necessarily better than less expensive substitutes are purchased with the main purpose of showcasing their wealth. These kinds of goods are object of socio-economic phenomenon which includes watches, jewelleries, designer clothes and accessories, large
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
Consumers with brand loyalty are indifferent with too many choices in shopping as they tend to ignore other brands and chooses product from their preferred brand.
Reviewing the existing literature on this topic, this essay attempts to look at the scale of counterfeiting, the reasons for its growth and the consumer’s attitudes towards counterfeited products. It also provides information about how the counterfeit market poses challenges for customer-brand relations and the strategies that brands can implement to overcome these challenges.
The act of consumption has been the primary means through which individuals in society participate and transform culture. Culture is not something already made which we consume; culture is what society creates through practices of everyday life and consumption involves the making of culture. When attempting to understand certain acts of consumption it is necessary to observe the relations involved in production and consumption. Through technological innovation, the fashion industry has been expanded to play a prominent role in consumers’ purchasing decisions and styles are becoming less difficult to obtain. With the expansion of department stores and shopping being viewed as a leisurely activity, this has continued to transform the act of fashion consumerism. The functional interests feature a rational attachment to clothing items. Symbolic benefits involve status and prestige to fulfill the achievement for positive self-esteem. Further benefits include a provided experience for the individual consumer and the created use of imagery and desire used to enrich one’s life.
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
Krishna (2012) focused on attitudes and behaviour on the concept of the youth’s buying behaviour towards branded sports shoes, different consumers have got different decision making process. The buyer’s ultimate goal is to buy the product of qualitative, quantitative with low/best affordable price. In order to identify different kinds of consumer’s behaviour towards buying of different branded shoes and Nike sports shoe. Investigator has carried out buying behaviour of youth and different kind of consumer behaviour models, literature and theory of consumer behaviour; and finally, analysed and
It takes part in portraying the first impression to consumers in impulse purchase, and fundamentally is a condition of profitable ostentatious consumption. Besides psychological effect, product’s aesthetic may add value and enhance the effectiveness of products, especially in creative industry. Although customer attrition may emerge in extremely useless products, a strong association between ostentatious consumption and brand loyalty was proven. Plus, on the other side, visual experience may be the last straw to grasp for some poor commodities. For an ambitious company to enhance its competitiveness, modification on products’ appearance may be a good