Consumer’s purchase intention towards Counterfeit Mobile Phones

Abstract

The purpose of the study is to find the consumer purchase intention toward counterfeit mobile phone. Why customers preferred the counterfeit mobile phone. Different companies try to fulfill the demand of the customer but due to the some factors the demand of the counterfeit mobile phone increase time to time. Data was collected from 150 peoples through questioners. We performed factor analysis and structural model to test the measurement and structural models. The finding indicated that, price, previous experience and social influence and attitude are the factors those positively affects consumer purchase intention towards purchasing counterfeit mobile phone. Limitation of this study is that the respondents were more qualified than population. Through this research, the genuine mobile phone producers can enhance their target consumer toward their own products by focusing those all variables that influence consumer purchasing behavior towards counterfeit mobile phone. In this paper the study was focused on a single phenomena of counterfeiting, CMP. In a country where people use cell phones more than others third world countries.