Counterfeit conundrum: Insights into bottom of the pyramid consumer behavior in India

IF 11 1区 管理学 Q1 BUSINESS
Srabanti Mukherjee, Biplab Datta
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引用次数: 0

Abstract

This study uses a phenomenological approach to examine consumption patterns of counterfeit goods by Bottom of the Pyramid (BOP) consumers in West Bengal, India. Forty-seven semi-structured interviews conducted with BOP consumers were subjected to thematic analysis. The study revealed four central themes for counterfeit consumption by BOP consumers: counterfeit purchasing patterns, brand recognition and purchase-point selection criteria, and counterfeit brand purchase criteria. Furthermore, this study contributes to the literature by revealing four counterfeit consumption patterns based on the awareness and willingness of BOP consumers. This study has critically analysed the role of neighbourhood retailers in counterfeit consumption at the BOP. Interestingly, this study also pioneered identifying the zone of awareness-indifference formed by normative influence and bounded rationality as coping strategies against vulnerability in the context of BOP counterfeit consumption. The implications of counterfeit consumption for marketers targeting the BOP have been discussed.
假冒难题:印度金字塔底层消费者行为透视
本研究采用现象学方法研究印度西孟加拉邦金字塔底层(BOP)消费者的假冒商品消费模式。对 47 个针对 BOP 消费者的半结构式访谈进行了主题分析。研究揭示了 BOP 消费者假货消费的四个中心主题:假货购买模式、品牌认知和购买点选择标准以及假货品牌购买标准。此外,本研究还根据 BOP 消费者的意识和意愿揭示了四种假冒消费模式,为相关文献做出了贡献。本研究批判性地分析了邻里零售商在 BOP 假货消费中的作用。有趣的是,本研究还率先确定了由规范影响和有界理性形成的意识-冷漠区,作为应对 BOP 假货消费中脆弱性的策略。研究还讨论了假货消费对针对 BOP 的营销人员的影响。
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来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
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