Luxury Lovers’ Counterfeit Encounter- Indian Consumers’ Willingness to Knowingly Purchase Counterfeits

Abstract

Theft of original ideas is the worst form of robbery in the fashion industry today. The production, distribution and consumption of counterfeit goods are increasing at an alarming rate. A considerable amount of time and effort is spent in innovating and inventing distinctive designs and establishing a trademark. The appeal and drive of luxury designer products has fuelled consumers’ desire for luxury designer brands and thus leading to their counterfeited versions. Only few consumers can actually purchase a complete wardrobe of luxury designer brands such as Louis Vuitton, Chanel, etc. so in an effort to acquire designer concept the others buy luxury designer counterfeits (Mintel 2006). This paper aims to study the consumers who willingly purchase non deceptive counterfeit brands in India; further the purpose of this research is to examine the influencing factors that affect the purchase intention of luxury fashion counterfeit consumers.