Student perceptions of the predictors of customer purchase intentions of counterfeit products

Simple item page
dc.contributor.authorChuchu, Tinashe
dc.date.accessioned2015-11-27T06:51:33Z
dc.date.available2015-11-27T06:51:33Z
dc.date.issued2015
dc.descriptionThesis (M. Com.)--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2015.en_ZA
dc.description.abstractThe research investigated the use of the two potential predictors of customer purchase intention of counterfeit products (perceived behavioural control and price-quality inference of counterfeit products) as a means of establishing whether these were related to customer attitudes towards economic benefits of purchasing counterfeit products, which ultimately lead to purchase intention of counterfeit products. The study reviewed prior literature on counterfeits purchasing. Probability sampling was used to select respondents, and a research model was developed to measure the constructs used for the study. Field study was conducted in Johannesburg at the University of the Witwatersrand, and research data was collected from 380 registered students of the University of the Witwatersrand, 18 years and older. Using the SPSS 22 and AMOS 22 software program, structural equation modeling (SEM) was performed to analyse the data set. The results revealed that price-quality inference of counterfeit products had a stronger relationship with customer attitudes towards economic benefits of purchasing counterfeit products, than to perceived behavioural control implying that the customers were more likely to purchase counterfeits because of the perceived price bargain and not because of the perceived ease of purchasing counterfeits. The contribution of this study was to enhance the comprehension of existing literature on the relationship between the predictor variables (perceived behavioural control and price-quality inference of counterfeit products) and the outcome variable (purchase intention of counterfeit products).en_ZA
dc.identifier.urihttp://hdl.handle.net/10539/18838
dc.language.isoenen_ZA
dc.subjectConterfeitsen_ZA
dc.subjectAttitudesen_ZA
dc.subjectPrice-qualityen_ZA
dc.subjectPurchase intentionsen_ZA
dc.titleStudent perceptions of the predictors of customer purchase intentions of counterfeit productsen_ZA
dc.typeThesisen_ZA
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
CHUCHU MCOM DISSERTATION.pdf
Size:
2.7 MB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
ETD Collection