Effects of Social Influences on Consumer’s Attitude toward Acquisition of Counterfeit Goods

##plugins.themes.academic_pro.article.sidebar##

Published Dec 2, 2022
https://doi.org/10.71064/spu.amjr.7.2.173
Download
pdf
Statistic
Vol. 7 No. 2 (2022): African Multidisciplinary Journal of Research

##plugins.themes.academic_pro.article.main##

Beth W. Mwihaki
St. Paul’s University
Robert Abayo
St. Paul’s University

Abstract

Consumption of Counterfeit goods is a major issue locally and across the world. There is counterfeiting of products and services across sectors. Major cities and towns in Kenya. The purpose of this study is to investigate the effects of social influences on consumers’ attitude towards the acquisition of counterfeit goods. The study is anchored on the theory of planned behavior which posits that behaviors are determined exclusively on behavioral intentions. The theory enables marketers to understand the customers’ behavior and therefore predict their consumption behavior. The research employed a descriptive research design where the unit of analysis was 300 MBA students at Africa Nazarene University, Nairobi campus with a sample size of 50 students. The researcher developed a self-administered questionnaire using established scales administered through “drop and pick up later” method. Statistical Package for Social Sciences (SPSS) was used for data analysis. The raw data was processed, analyzed, and presented using graphs and tables. Among the key findings of the study is that Social influences (Reference group influence, Family influence, Peer pressure influence) strongly affect the consumer attitude toward acquisition of counterfeit product. The findings indicated that consumers are most likely to consider other people’s opinions, thoughts and affirmation when purchasing a particular product. These research findings can be useful in the formulation of strategies to check counterfeiting.

##plugins.themes.academic_pro.article.details##

How to Cite
Mwihaki, B. W., & Abayo, R. (2022). Effects of Social Influences on Consumer’s Attitude toward Acquisition of Counterfeit Goods. African Multidisciplinary Journal of Research, 7(2), 1–21. https://doi.org/10.71064/spu.amjr.7.2.173

References

  1. Ajzen I. (1991). The Theory of planned behavior. Organizational Behavior and Human Decision Processes.
  2. Ajzen, I. &. (1975). Understanding attitudes and Predicting social behaviour. New Jersey:: Prentice - Hall .
  3. Ajzen, I. &. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs,: NJ: Prentice-Hall.
  4. Ajzen, I. (1985). From intention to actions: A theory of planned behaviour. Heidelberg: Springer.
  5. Ajzen, I. (1988). Attitudes, Personality and Behaviour. Chicago: Dorsey press.
  6. Ajzen, I., & Fishbein, M. (1975). Understanding attitudes and Predicting social behaviour. New Jersey: Prentice - Hall .
  7. Albers-miller, N. (1999). Consumer misbehavior: Why People Buy Illicit Goods. Journal of Consumer Marketing, 16(3), 273-287.
  8. Alexander, W. (2008). Exploring college Students'attitudes toward counterfeiting:a beginning. Journal of Consumer Marketing, 24(1), 36-47.
  9. Amine, L. S., & Magnusson, P. (2007). Cost-Benefit Models of Stakeholders in the Global Counterfeiting Industry and Marketing Response Strategies. Multinational Business Review(15), 1-23.
  10. Ang, S. H. (2001 ). "Spot the difference: Consumer Responses Towards Counterfeits",. Journal of Consumer Marketing,, 18(3), 219-235.
  11. Ang, S. H., Lim, E., Tambyah, S. K., & Cheng, P. S. (2001). "Spot the difference: Consumer Responses Towards Counterfeits",. Journal of Consumer Marketing,, 18(3), 219-235.
  12. Arslan, K. (2003). Factors Affecting Consumer Behavior in the Purchase of Cars. Journal of Istanbul Commercial University, 3(2), 83-103.
  13. Baack, B. (2001). Forging a Nation State: The Continental Congress and the Financing of the War of American Independence",. The Economic Histroy Review, 54(4), 639-656.
  14. Balfour, F. ((2005),, Februaly 7th ). “Fakes!”, Business Week. Business week , pp. 44-51,.
  15. Bauer, R. A. (1960). Consumer behaviour as risk taking in Hancock, R.S.(Ed) Dynamic Marketing for Changing World, proceedings of the 43Conference of marketing Association . 389-98.
  16. Bearden, W. O. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research(15 (March)), 473-481.
  17. Bian, X. .. (2007). Consumers ’ attitudes regarding. Brand, 14(3), 211-222.
  18. Blackwell, R. J., Miniard, P. W., & Engel, J. F. (2006). Consumer Behaviour (10th ed.). Mason, Ohio: Thomson/South-Western.
  19. Bloch, P. H., Bush , R. F., & Camplbell , L. (1993). Consumer ' Accoplices' in Product Counterfeiting;a demand side in Marketing. 28(3), 387-405.
  20. Boumphrey, s. (2007, July 27). Fake Brands Recognizing a real Trend. Retrieved from ww.euromonitor.com.
  21. Brooker, G. (1984). An assessment of expanded measure of perceived risk. Advance in Consumer Research, 11, 439-41.
  22. Bucklin, L. P. (1993). Modeling the international gray market for public policy decisions. International Journalof Researchin Marketing, 28(3), 387-405.
  23. Canada, S. (2020, march 3). Retrieved November 3, 2022, from cicnews.co: https://www.cicnews.com/2020/03/canada-to-welcome-up-to-390000-immigrants-in-2022- 0313872.html#gs.9kyqch ↵
  24. Cancun, M. (2009, December 2nd). Most Consumers Buying Counterfiet products With Little Remorse or Fear of Consequences. Retrieved from www.iccwbo.org/bascap.
  25. Chang , M. K. (1998). Predicting Unethical Behaviour : a comparison of the theory of reasoned action and theory of planned behaviour. Journal of Business Ethics, 17(16), 18-34.
  26. Chaudhry, P. I., Cordel, & Zimmerman. (2005). Modeling Anti-Counterfeiting Strategies in REsponse to Protecting Intellectual Property Rights in a Gliobal Environmnet. Marketing Review, 5(1), 59-72.
  27. Coalition, I. A.-C. (2008, November 30). Counterfeits. Retrieved February 30, 2013, from Counterfeit Web Site: www.iacc.org/ Facts.html
  28. Confederation of Tanzania Industries (CTI). (2021, April 18 ). thecitizen. Retrieved December 14, 2022, from Thecitizen.co.tz: https://www.thecitizen.co.tz/tanzania/news/national/over-half-of-imported- goods-used-in-tanzania-are-fake-2558554
  29. Cordell, V. V. (1996). Counterfeit purchase inention: Role of Lawfulness Attitude and Product Traits Determinants. Journal of Business research, 35(1), 35-41.
  30. Cox, D. F. (1967). Risk handling in consumer behaviour-an intensive study of two casesin Cox, P.F. (Ed ).
  31. Graduate School of Business administration , 34-81.
  32. De Mantos, C. A., Ituassu, C. T., & Rossi, C. A. (2007). Consumer attitudes toward Counterfeits: A review and extension. Journal of Consumer Marketing, 24(1), 36-47.
  33. Dehbashis.N, N. (2007). Factors affecting Iranian passengers acceptance towards electronic ticketing provider by airlines. IADIS International Confrence e-Society.
  34. Dodge, H. R., Edwards, E. A., & Fullerton, S. (1994). Consumer Transgressiios in the Marketplace: Consumes perspectives. Psychology and Marketing, 13(8), 821-35.
  35. Dowling , G. R., & Staelin, R. (1994). A model of perceived risk and intended risk handling activity.
  36. Journal of Consumer Research, 21(1), 119-134.
  37. Furnham, A., & Valgeirsso, H. (2007). The Effect of Life Values and Materialism on Buying Counterfeit products. Journal of Socio-Economics, 18(3), 219-235.
  38. Gerard Prendergast, L. H. (2002). "Understanding consumer demand for non-deceptive pirated brands", Marketing Intelligence & Planning. 20(7), pp. 405-416.
  39. Gichane, C. (2012, August 9th ). Business Capital . Retrieved November 4, 2022, from capitalfm.co.k: https://www.capitalfm.co.ke/business/2012/08/all-kenyans-must-fight-counterfeits-kirubi/
  40. Gordon Fujimoto, M. T. (2011, March 21). Erratum: Rapid detection and identification of counterfeit and adulterated products of synthetic phosphodiesterase type-5 inhibitors with an atmospheric solids analysis probe. 3(3), pp. pages 191–193.
  41. Guiterez, Carlo; Verheugen, Gunter; Mandelson, Peter; Schwab, Susan;. (2006, June). Countering Counterfeiting Foreign Counterfeiting od Status Goods. Quartely Journal of Economics, 102(20), 79-100.
  42. Hamdani, B. (2016). Antecedents And Consequence Of Attitude Towards Counterfeit Sneaker Product. A Research Journal , 1-25.
  43. Harvey, P. J., & David, W. (2003). Laboratory markets in counterfeits good Hong Kong versus Las Vegas.
  44. Applied Economics Letters, 10, 883-887.
  45. Huang, J. H., Lee, B. Y., & Gill , P. (2004). Consumer attitude toward gray market goods. International Marketing Review, 21(6), 998-614.
  46. International Intellectuall Property. (2003, November 25). The Functional Approach to the Study of Attitudes. Public Opinion Quartely, 24, 163-204.
  47. Kabiru, A. ( 2012, February Thursday). Retrieved from http://www.thinkbusiness.co.ke/site_03/index.php?option=com_content&view.
  48. Kenya Association of Manufacturers. (2007). he Much Needed Intervention to Deal with Counterfeiters.
  49. Nairobi, Kenya.
  50. Kenya Association of Manufacturers. (2010). Impact of Counterfeits in the Kenyan Economy and Industries. Nairobi, Kenya.
  51. Kenya, G. o. (2010). The Kenya Counterfeit Goods Bill (2008), “Proposed Regulations on Infringement on Property Rights” under the Trade Act 2005. Nairobi, Kenya: Government Printer.
  52. Kombo, D. K., & Tromp, D. L. (2011). Proposal and Thesis Writing : An Introduction . Nairobi: Paulines Publications Africa.
  53. Kotler, P. a. (2012). Principles of Marketing . New York : Peаrson Educаtion, Inc.
  54. Kwong, K. K., Yau, H. M., Lee , S. Y., Sin, Y. M., & Tse, C. B. (2003). The Effects of Attitudinal and Demograohic fcators on Inention to Buy Pirated CDs:The Chinese Concumers. Journal of Business Ethics, 47(3), 223-235.
  55. Lanchester, J. (2009, august 25). Books in media. Retrieved from Available at Http://web.ebscohost.com. Lazar, S. J. (1979). Consumer Behaviour (6th ed.). Prentice Hall.
  56. Lee, Y. a. (2009). Consumer Attitude Toward Gray Market Goods. international marketing review, 21(6), 598-614.
  57. Leedy, P. D., & Ormrod, J. E. (2005). Practical Research:Planning and Design (8th ed.). Upper Saddle River, New Jersey: Pearson Education.
  58. Leedy, P. D., & Ormrod, J. E. (2009). Books in the Media. Retrieved from http://web.ebscohost.com.
  59. Lichtenstein, D. N. (1990). Distinguishing coupon proneness from value consciousness: an acquisition- transaction utility theory perspective. Journal of Marketing, Vol. 54 (No. 3, ), 54-67.
  60. Lutta, P. ( 2019, December 22). Institutions Combating Counterfeit Goods not Doing Enough to Protect Kenyans. Retrieved August 29, 2022, from An International Centre of Excellence in Public Policy and Research: https://kippra.or.ke/institutions-combating-counterfeit-goods-not-doing-enough-to-protect- kenyans/#:~:text=The%20Anti%2Dcounterfeit%20Agency%20(ACA)%20estimates%20that%201%20in,th e%20economy%20of%20the%20country.
  61. Manufacturers, K. A. (2009). Impact of Counterfeits in the Kenyan Economy and Industries., 2, pp. 1-4. Nairobi, Kenya.
  62. McCarthy, J., & Thomas. (2004). McCarthy's Desk Encyclopedia of Intellectual Property. Washington, DC: Bureau of National Affairs.
  63. Mckenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The Role of Attitude Towards the Ad as a Mediator of Advertising Effectiveness; A test of Competeing Explanations. Journal of Marketing Research, 23(2), 130- 143.
  64. Mitchell , V. W. (1996b). 30 years of perceived risk: some research issues in wilson E and Black W.C (EDs). Proceedings of marketing Science Confrence, XVII, 350-55.
  65. Mitchell, V. W. (1992). Understanding consumer behaviour: Can perceived risk theory help manage decis. European Journal of Marketing, 30(10), 26-31.
  66. Mitchell, V. W., & Boustani, P. (1993). Market development using new products and new customers: A role for perceived risk. European Journal of Marketing, 27(2), 18-33.
  67. Monster, U. S. (2007). Counterfeiting. Retrieved from WWW.treas.gov/usss.
  68. Narashikin, N. (2009). A study on Consumer 's Attitude towards counterfeits Products in Malaysia.
  69. Faculty of Business and Accountancy , 1-91.
  70. Network, A.-C. (2020, september 24 ). The Independent. Retrieved September 08, 2022, from The Independent website : https://www.independent.co.ug/acn-fears-uganda-is-losing-sh6-trillion-to- counterfeit-substandard-goods/https://www.independent.co.ug/acn-fears-uganda-is-losing-sh6-trillion- to-counterfeit-substandard-goods/
  71. Njiiema, W. (2011, February 25). Kenya's Effort to Fight Anti-Counterfeit. Retrieved February 25, 2013, from http://www.capitalfm.co.ke
  72. Oh, H. (2000). The effect of brand class, brand awareness and price on consumer valueand behavioural intentions. Journal of Hospitality&Tourism Research, 24(2), 136-162.
  73. OMONDI, A. G. (2015). FACTORS CONTRIBUTING TO TRADE IN COUNTERFEIT PRODUCTS IN NAIROBI CITY COUNTY: A CASE OF HP TONER CARTRIDGES. DEPARTMENT OF SOCIOLOGY AND SOCIAL WORK, 1- 84 .
  74. Orodho , A. J. (2003). Essential of educational and social sciencces research method . Nairobi: Masola .
  75. Orodho, A. J., & Kombo, D. K. (2002). Research Methods . Nairobi: Kenyatta Univesity Institute of open learning .
  76. Phau, I., & Teah, M. (2009). Devil wears (Counterfeit) prada: a study antecedent and outcomes of atttitudes towards counterfeits of luxury brands. Journal of consumer Marketing, 26(1), 15-27.
  77. Phau, I., Marishka, S., & Steve, D. (2009). Consumer willingness to Knowingly purchase counterfeit product: Direct Marketing. An International Journal, 3(4), 262-281.
  78. Rath, P. M., Bay , S., Petrizzi, R., & Gill, P. (2008). The Why of the Buy: Consumer Behaviour and Fashion Marketing. New York : Fairchild.
  79. Ricky, W., & Zaichkowsky, J. L. (1999). Brand Imitation and its Effects on Innovation, Cometition and Brand Equity. Business Horizons, 42, 9-18.
  80. Sarah , s., & Patric , V. K. (2006). An Empirical Investigation of the Relationships among a consumer's personal values.ethical ideology and ethical. Journal of Business Ethics, 64(2), 20-28.
  81. Seung, H. L. (2011). Attitude toward counterfeit purchase and ethical beliefs among Korean and American University Students Family and consumer. Sciences research Journal, 39(3), 289-305.
  82. Shamoo , A. E., & Resnik, B. R. (2003). Responsible Conduct of Reseach . Oxford: University Press. Sharah Alfia Djuhardi, A. K. (2017). THE INFLUENCING FACTORS ON CONSUMER’S ATTITUDE TOWARDS
  83. COUNTERFEIT BRANDED SNEAKER SHOES AND THEIR IMPACT. Faculty of Administrative Science, 86-95.
  84. Staake , T., & Fleisch , E. (2008). Countering counterfeittrade:Illicit market insights. Journal of Buiness, 2(1), 53-70.
  85. Teah, M. a. (2008). Targeting buyers of counterfeits of luxury brands: A study on attitudes of Singaporean consumers. Journal of Consumer Marketing, 25(1), 50-62.
  86. Varki, S., & Colgate, M. (1999). The role of price perceptions in an integrated model behavioral intentions. Journal of Service research, 3(3), 232-240.
  87. Wang , F., Zhang, H., Zang, H., & Ouyang, M. (2005). Purchasing Pirated Software:an initial examination of Chinese consumers. journal of Consumer Marketing, 22(3), 232-240.
  88. Wang, F. Z. (2005). Purchasing Pirated Software:an initial examination of Chinese consumers. journal of Consumer Marketing, 22(3), 232-240.
  89. Weigand, R. E. (1991). Parallel Import Channels -Options For Preserving territorial integrity. Columbia Journal of world Buiness, 21(6), 53-60.
  90. Xuemei Bian, L. M. (2011). Counterfeits and branded products: Effects of counterfeit ownership. Journal of Product & Brand Management 20(5):379-393, 1-17.
  91. Yang, H. (2002). Counterfeit Understanding. Journal of Hebei University of Economics and trade, 16-21.
  92. Yang, H. (2002). Counterfeit Understanding. Journal of Hebei University of Economics and trade, 16- 21.