Exploring Consumer Behavior in Luxury Goods Markets

The provided content includes a mix of research articles, book chapters, and other sources related to consumer behavior, luxury goods, and marketing. The studies investigate various aspects such as global consumer behavior in luxury markets, impulsivity in impulse buying, the role of brand image and advertisement in consumer buying behavior, and the perceived value of store brands. Additionally, there are resources on research methods and data collection for social sciences.

UNDERSTANDING THE PURCHASE BEHAVIOUR WITH REGARDS 18 TO
40 GROUPS OF WOMEN’S TOWARDS GENERAL COUNTERFEIT
LUXURY HANDBAG IN THE UK
STUDENT’S NAME:
STUDENT’S NUMBER:
COURSE DETAILS:
i

ACKNOWLEDGMENT
I would like to extend my special thanks and gratitude to my
mentor Ms Anastasia Marinopoulou who supported me in preparing
the study within stipulated time period. Also, I would like to thank all
the respondents who have given immense support in the data collection
process. I would like to confront that assistance from all the associated
people helped me to work prominently in this research work. I am
really thankful to my family members as well because of the support
they have given to me.
ii

EXECUTIVE SUMMARY
Demand for counterfeit products seems to be increasing
because of consumer’s readiness to accept counterfeit products.
Introduction of counterfeit products assists the business entities to
carry out their activities in international market as well which helps in
enjoying more profits from diverse extent. Price is the major element
that helps the business entities to make purchase decision for a specific
product. Therefore, in clear terms it can be said that pricing element
has the potential to influence the purchase decision of consumer.
Women tend to purchase counterfeit products as they look exactly
same; hence sometimes it does not show any difference; thus women
consider this fact and purchase the same. They have a common
perception that counterfeit products are not easily recognised; hence
their purpose of using handbags can be met through the same.
iii

TABLE OF CONTENTS
Chapter 1 Introduction...........................................................................1
1.a Background of the research..........................................................1
1.b Research problem.........................................................................2
1.c Research gap.................................................................................3
1.d Aim and objectives.......................................................................3
1.e Rationale of the study...................................................................3
Chapter 2 Literature review...................................................................4
2.a Introduction..................................................................................4
2.b Perception of women towards branded handbags........................4
2.c Factors that drives women to purchase counterfeit products.......7
2.d Demand of counterfeit products in the market place.................10
Chapter 3 Research methodology........................................................14
3.a Introduction................................................................................14
3.a.1 Research Approach..............................................................14
3.a.2 Data Collection....................................................................15
3.a.3 Research philosophy............................................................16
3.a.4 Sampling..............................................................................18
3.a.5 Data analysis:......................................................................18
3.a.6 Ethical consideration...........................................................19
Chapter 4 Data Analysis.......................................................................23
4.a Interpretation of Demographics..................................................23
Chapter 5 Conclusion and Recommendation.......................................38
5.a Introduction................................................................................38
5.b Conclusion..................................................................................39
5.c Recommendation........................................................................42
Appendix 1...........................................................................................43
iv

Appendix 2...........................................................................................48
References............................................................................................48
v

CHAPTER 1 INTRODUCTION
1.a Background of the research
A significant percentage of consumers around the world,
especially females’ display a strong crave for luxury bags and shoes.
They have psychological satisfaction behind this seemingly irrational
consumer’s behaviour (Lacroix and Jolibert, 2017). Looking towards
the market trends of London, UK, sales of accessories have rocketed in
the past decade and today it account for almost 30% of the total global
luxury market (Bashir and et. al., 2013). It is also identified that mostly
this growth has been driven by handbags (Chomvilailuk and Butcher,
2014).
Females prefer to have branded handbags as this is a major
source of them to depict their status and concern about their
accessories (Horváth, van Herk and Adigüzel, 2013). For brands,
handbags offer attractive retail economics that is characterised by high
sales productivity and strong full price sell through results. However,
considering the importance of branded handbags; it can be said that
most of the companies have come up fake brands and they use the
name of original brands (Hau, 2003). This is a sort of conducting fraud
with the customers; hence this has changed the perception of women
towards branded handbags.
In this respect, several brands have lost their customer base
because there are so many entities that have copied the brand names.
They not only use the brand name; but also they bring improper quality
products and services to the customers (Anuar and et.al., 2017). The
process is called as counterfeiting in which company uses luxury name
to cheat the customers. However, there are various people who prefer
to purchase fake handbags due to similarity and pricing factor. Thus,
the study has been describing the factors that drives the women to
purchase counterfeit handbags.
Thus, the present research is being made on luxury brands that
operates business in different areas of UK and that delivers different
1

accessories to women (Takayanagi and Malthouse 2014). Since, the
company has branded products; thus it has sufficient customer
satisfaction which brings loyal customers to the company.
1.b Research problem
The study has been focusing on opinion and preference of
women regarding counterfeit handbags. Along with that, discussion
has also been included regarding reasons that drives women to
purchase counterfeit handbags. Due to development in technology, it is
possible for the business entities to bring replicate products and
services at market place. It is also difficult to analyse if the product is
of original brand. Thus, similarity is the major factor that encourages
women to purchase the counterfeit handbags (Halme and Rissanen,
2015). The issues related to counterfeit has been increasing; however
then also women are purchasing it because some of them consider
benefits related to bargaining and rest focus on purchasing capability.
Thus, in this context the study has been highlighting the factors that
drives women to purchase counterfeit and replica products. From
various studies, it has been identified that students and females who are
fond of luxury brands only purchase counterfeit products (Dhurup,
2014).
Earlier, watches were the only category that in which replica
products were available; however due to changing time period, all the
accessories are now available in counterfeit categories (Badgaiyan and
Verma, 2014). However, instead of huge demand of counterfeit
products, the main reason is still unidentified for which consumer
prefer to purchase it (Goddard, 2014). Thus, the study has been
analysing direct and indirect reasons that enhances the demand for
counterfeit products. This usually happens in many areas; however the
present study has been emphasizing only on the category of handbags.
Therefore, it can be said that product availability and pricing aspects
are the most important reasons that enhances the interest of customers
towards counterfeit products (Malik and et. al. 2013). In the category
of counterfeit products, customers can get variety of products which
2

changes their decision making aspects and drives them more towards
countered products. This usually happens in the case of replica
handbags.
1.c Research gap
Earlier a few reasons were identified in the previous literature;
therefore other reason have been identified in the current study and this
will show the research gap. Thus, for such purpose several literature
will be accessed in terms of identifying the relevancy and accuracy of
subject matter. Generalized reasons that drives women to purchase
counterfeit products are being analysed in previous studies; however in
the present research work, researcher has analysed specific reasons for
which women buy counterfeit handbags.
1.d Aim and objectives
The main aim of present research study is to analyse the
perception and reasons that drives women to purchase counterfeit
products: A case study on analysing general handbags. Thus, in order
to meet the aim, several objectives have been developed which are
stated as follows:
 To analyse the perception of women towards branded handbags
 To ascertain the factors that drives women to purchase
counterfeit products
 To explore the demand of counterfeit products in the luxury
market place
1.e Rationale of the study
The present research study has been conducted with the
purpose of ascertaining the perception of women towards counterfeit
products. Thus, in this respect researcher has been focusing on all
those factors that drives women to purchase counterfeit products.
Moreover, in this facet, discussion has also been included regarding the
impact of countered products on company’s original products. It has
been observed that due to due to lack of purchasing parity, some
women are unable to purchase costly and branded handbags; hence this
3

drives them to purchase counterfeit products (Permarupan and et.al.,
2014).
This usually is happened in the area of handbags; therefore
focus has been laid on the category of handbags. In this respect,
researcher has also discussed the reasons that enhances the demand of
fake and duplicate products in market place (Boyd Thomas, Okleshen
Peters and Tolson, 2007). Moreover, in this context researcher has
discussed consumer purchase behaviour towards counterfeit products.
The study seems to be beneficial for other readers who aims to find out
the reasons that increases the demand for counterfeit products and
services. Along with this, researcher has also stated why women prefer
to get counterfeit products.
CHAPTER 2 LITERATURE REVIEW
2.a Introduction
Literature Review seems to be the major chapter of the research
work since it assists the researcher to develop valid and feasible
conclusion for the subsequent study. This section has been prepared
through analysing several literatures and research studies which are
made on the same subject matter (Sandhu and Paim, 2016). Thus, in
order to complete the section, researcher has accessed several studies,
articles, journals and books which helped the researcher to borrow
content from the most prominent and relevant research studies. Thus,
in the below section, discussion has been made regarding purchase
behaviour of women about counterfeit handbags.
2.b Perception of women towards branded handbags
Batra and Gupta (2016), says that it is a well-known and
apparent fact that women are highly persuaded towards branded
accessories and chiefly this can be depicted in the purchase of
handbags. Women get more pleasure while buying handbags; hence
they emphasize on buying the most expensive items especially in their
list of accessories. This enhances their satisfaction level and this also
drives them to promote the brands to other consumers as well. Most of
4

the women compromise on purchasing other things merely because
they prefer to purchase branded handbags. One in a four women enjoy
buying a smart bag to buying dressy shoes (Poortinga, Sautkina,
Thomas and Wolstenholme, 2016).
However, Jain (2016), says that according to the perception of
women, handbag is the most prominent accessory that go with every
outfit women own; therefore there is a lot of satisfaction in finding the
perfect bag. A major factor that contributes to the notion of luxury
designer fashion is its ability to provide physical products along with
an assortment of set representations (Kelemen, Nagy and Kemény,
2016). For instance- luxury designer product give tangible and
intangible benefits to the consumers; hence this has become the major
dimension that brings the need of branded products in the market
place. However, the concept has been changing nowadays as
counterfeit products are coming up in the market place (Getting
carried away: Women get more pleasure from buying a handbag than
any other item. 2011). Even though, there are various symbolic aspects
that encourages women to buy counterfeit products.
Women are highly attracted towards branded products as this
helps them to use it as a tool for showing their status. Moreover,
through such thing women become popular in the lady gang.
Therefore, according to Bhattacharya and Basak (2016), women
always develop positive perception towards branded products because
it gives them a sense of satisfaction. There exists a direct relationship
between branded products and women’s purchase decision; hence this
increases demand for branded products. Sometimes, women also skip
buying other accessories just because they save money to buy that
handbag which is on their wish list. However, Brochado, Teiga and
Oliveira‐Brochado (2016), says that purchase behaviour of women gets
changed when the number of brands come up in the market place.
Further, it is also analysed that women also prefer trying new things
coming up in the market; therefore this enhances demand for branded
items. Women are much concerned about their status and personality;
hence regardless of income, they get the same branded products.
5

Furthermore, women who are involved in any sort of profession
always prefer to show more loyalty towards brands so that they can
keep up their standard (Anuar and et.al., 2017). Similarly, peer
pressure is one of the top reasons that drives women towards the
purchase of fashionable handbags. In current scenario, women believe
to get quality products as quality is the major dimension that amends
demand of a product. For instance- while seeing any sort of new brand
in the market, women always drive themselves to have a look on that
and in case of luxury brand, they consider it worth purchasing.
Handbags lies under those category which aids women to show their
consciousness towards brands and women typically have this sense of
attitude in them. Supporting the fact, Ndichu and Rittenburg (2016),
says that women are the only customers who show greater loyalty
towards branded handbags.
Moreover, it is a common perception among people that
branded prosecutes are quality associated; thus they always prefer to
get the same sort of products. This is the reason women have also
changed their perception regarding counterfeit products and as a result,
they purchase fake branded handbags as well (Ryu and Ryu, 2016).
They have a common perception that counterfeit products are not
easily recognised; hence their purpose of using handbags can be met
through the same. Contradicting to this, it can be said that counterfeit
products sometimes come up with several defects; hence this can
change the purchase behaviour of women on higher extent. Author
says that, women typically have nature of trying different items;
therefore they do not find any sort of issue in buying counterfeit
handbags as well.
Articulating the study of Li (2016), it can be said that women
who have less purchasing power generally prefer to get counterfeit
products (which looks like the exact branded products). This factor
changes the mind-set of women and encourages them as well.
However, on the other hand Brochado, Teiga and Oliveira‐Brochado
(2016), says that bringing counterfeit products in the market place can
raise legal issues and this can also affect the sustainability
6

opportunities of business. Therefore, it is evident that in order to
maintain lifestyle, women prefer buying counterfeit products as well. It
is also observed that women who are more attracted towards branded
products buy such products in any type of category. It is also analysed
that most of the people judge the level and standard of people with
their lifestyle; hence this concern gives importance to branded products
especially to handbags.
Anuar and et.al. (2017), says that fashion trends are becoming
more popular which helps the women to categorize each other;
therefore considering the same aspect, women prefer to get counterfeit
products as well. In a recent research, it has been recorded that at the
time of high demand tourism, brands introduce many new collections
so as to attract broad spectrum of customers. People often prefer to
identify the status of others through analysing the clothes, accessories
and collection they wear and this is more common in women. Certainly
fashion, especially in relation to handbags, shapes the relationship
between self and society in unique ways. As fashion shapes the identity
of people, therefore they desire more for latest collection being in
nature of status and look conscious. This is one such aspect that drives
women towards counterfeit products; hence as a result this increases
demand for fake handbags as well (Luxury Designer Handbag or
Counterfeit? An Investigation into the Antecedents Influencing
Women’s Purchasing Behaviour of Luxury Designer and Counterfeit
Brands. 2009). Therefore, concluding it can be said that fashion
industry is the most demanding industry that requires frequent changes.
2.c Factors that drives women to purchase counterfeit products
Jain (2016), says that women tend to purchase counterfeit
products as they look exactly same; hence sometimes it does not show
any difference; thus women consider this fact and purchase the same.
Income is one of the most important factors that changes the purchase
decision of women and this also affects women’s perception regarding
different products and services. Due to lack of purchasing power,
women prefer to get fake products as well and that typically enhances
7

its demand. For instance- in UK, the level of income stability has been
changing and due to less availability of finance, women prefer to get
counterfeit handbags. However, Poortinga, Sautkina, Thomas and
Wolstenholme (2016), says that most often women prefer counterfeit
products because they look exact same and that does not depict any
sort of difference between counterfeit and original product. This is one
of the most important reasons that drives women to consider the
purchase of duplicate branded (Why people buy counterfeit brands.
2008).
During the economic crisis, when income of consumer drops, a
large proportion of consumers began to look for several other ways to
obtain the same good at lower prices (Factors Influencing Consumer's
Intention to Buy Counterfeit Products. 2015). Thus, during that period,
demand for counterfeit products increases and women prefer to get the
same products. Further, it is also analysed that women get influenced
very easily; hence because of friends, family and peers they get ready
to purchase the same sort of products and services. Sandhu and Paim
(2016), here says that it is also hard to differentiate original products
and replica products as both looks exact same. Design, colour, size and
shape can be appropriately copied by any of the company; therefore
considering these factors women purchase counterfeit products on
higher extent (Batra and Gupta, 2016).
On the contrary, it is also analysed that most of the people have
the opinion that if the same product is coming in low price, then they
should buy it so as to save money. Since, they are not much quality
conscious; therefore the attributes of counterfeit products drives them
to purchase it. This usually enhances demand of the product and as a
result, women come to know about counterfeit products available in
the market place (Women may buy designer bags to protect their
relationship, study suggests. 2013). At the same time, there are several
women who are not quality conscious and who purchase products
without analysing the brand value; thus this is one of the basic reasons
that drives women to purchase counterfeit products. However, some
women are much concerned about quality and rest are not; therefore
8

this also differentiates the brand identity. Sandhu and Paim (2016),
supports this by saying that young girls are much fond of branded
products; thus they do not care if the product belongs to original
products.
Counterfeiting is a worldwide phenomenon that is rapidly
increasing in every country and it is also estimated to account for 5%
to 7% of world trade (Lucas and Koff, 2014). On the basis of
generalised term, counterfeiting is the act of producing or selling a
product containing and intentional and calculated reproduction of a
genuine mark (Bruwer, 2014). This makes the product look exact same
and it becomes difficult for the consumers to identify if the product is
replica. Designer apparels and accessories usually come as replica
products; hence women are more likely to purchase the countered
products.
According to the study of Malik and et. al. (2013), it can be
said that counterfeiting activity has been regarded as a negative and
damaging brand reputation which also affects health care entity’s
revenues and profitability. However, instead of that companies are
regularly selling counterfeit products and customers are regularly
purchasing replica products. Thus, it is clear that though it is an illegal
activity; still companies are conducting the same on higher extent.
Thus, it can be said that counterfeiting products are in demand
because that aids in meeting the changing requirements of clients
(Bashir and et. al., 2013). Most often women purchase counterfeit
products because of pricing factor; however there are many more
factors as well which drives women to purchase counterfeit products.
In current scenario, women have changed their purchase behaviour so
as to get variety of products and services; thus looking towards this
aspect they emphasize on purchasing affordable products (Badgaiyan
and Verma, 2014).
Women tend to reflect more concern on their status quo; hence
this chiefly drives them towards counterfeit products (Chomvilailuk
and Butcher, 2014). For instance- while purchasing a bag of Michael
Kors, women always keep this perception in mind that people will
9

identify their status from the grabbed accessories. Thus, to show it to
others, women purchase counterfeit products as well. At the same time,
from the research work of Dhurup (2014), it is identified that women
are more concerned about their status as that gives them a sense of
pleasure and satisfaction. Therefore, while purchasing any luxury
product, women always consider its effects on her status.
At the same time, women consider this fact also that in a big
amount, variety of handbags can be purchased which can increase the
number of collection in their closet. Thus, viewpoint of women is
different while purchasing any sort of counterfeit product (Herk and
Adigüzel (2013). At the same time, it can also be said that it is very
much easy for the business entities to acquire the attention of women;
hence advertising counterfeit handbags on greater extent can persuade
the women which further enhances demand for counterfeit products
respectively (Jain, Takayanagi and Malthouse, 2014).
Horváth, van Herk and Adigüzel (2013), says that personality
factors such as value consciousness, integrity, personal gratification
and status consumption often drives women to get attracted towards
replica products as well. Thus, it is clear that those who are not much
concerned about branded and quality products, can be included as
target customers (Badgaiyan and Verma, 2014). Henceforth, on the
basis of entire discussion it is clear that social factors has a significant
relationship with the purchase intention of counterfeit products
(Sandhu and Paim, 2016). These are the major aspects which are
considered by business entities while bringing up any sort of replica
products for the end users.
2.d Demand of counterfeit products in the market place
Demand for counterfeit products has been increasing in the
market place since customers are more likely to be attracted towards
such products. There are several people who are less concerned about
quality facets; hence from those customers companies generate profits
and revenues. This is also essential for the purpose of managing
demand of countered products in the market place (Chomvilailuk and
10

Butcher, 2014). Companies who deal in fashion accessories and
clothing typically emphasize on bringing counterfeit products because
they know that people will buy their replica products in higher
quantities. Thus, most often company considers the purchasing power
of customers and after that they bring new products and services
accordingly (Batra and Gupta, 2016). Counterfeit products are easy to
sell; hence considering this aspect business entities emphasize on
diverse sources through which convenient services can be delivered to
the clients as required.
Further, demand for counterfeit products are also enhancing
because customers are getting attracted towards online products and
services (Bashir and et. al., 2013). This is yet another facet that
develops demand of counterfeit products and that also changes the
conditions of market place. The distribution channels has been
changing because of counterfeit products at the market place.
However, on the contrary it can be said that bringing counterfeit
product at the market place is a legal issue, still knowingly the fact,
business entities come up with number of counterfeit products and
services. This usually happens in the case of luxury products whose
replica can be made possibly with the exact design.
However, businesses have to compromise with quality aspects
while bringing replica products at the market place. This is yet another
dimension through which demand for replica products is enhanced. In
this respect, Lucas and Koff (2014), says that the presence of
intellectual property rights, trade marks cannot even protect the
business entities from bringing up such products and services. At the
same time, due to high demand for counterfeit product, original
products are easily copied by the business entities. Women typically
have the nature that drives the business entities to bring counterfeit
products at the market place. At the same time, it can also be said that
counterfeit products has high demand since they are affordable and
people can easily buy it.
Price is the major element that helps the business entities to
make purchase decision for a specific product. Therefore, in clear
11

terms it can be said that pricing element has the potential to influence
the purchase decision of consumer (Permarupan and et.al., 2014).
Pricing has the capability that turns the purchase decision of women
and either it results in purchase or in changes the purchase decision
entirely.
This factor is highly considered by business entities and as a
result they come up with numerous products which are price conscious
and which does not need any sort of extensive promotion. Similarly,
business entities who carry out such activities gets much attention from
the customers in several forms. Most of the customers do not prefer to
get counterfeit products since they are much conscious about quality
aspects and this also helps them to get variety of products at a time
(Poortinga, Sautkina, Thomas and Wolstenholme, 2016).
Demand for counterfeit products have been increasing in the
market place because consumers promote the services to other end
users (Bruwer, 2014). This is a profitable state for the company which
aids in getting benefits such as enhanced customer base, huge
profitability and market share. However, on the other hand, Malik and
et. al. (2013), says that at the time of introducing replica products at the
market place, business entities must have to focus on target consumers
so that according to their interest they can promote the products and
services. There are various business organizations who have strong
suppliers and who assist the business entity in promoting counterfeit
products on greater extent (Badgaiyan and Verma, 2014). Thus, it can
be said that because of positive response from the customers,
companies are able to sell more products at the market place.
Introduction of counterfeit products assists the business entities
to carry out their activities in international market as well which helps
in enjoying more profits from diverse extent. In contemporary
scenario, business entities know that customers need many things in a
product; however all such aspects are not possible to include as a
complete set of package. Therefore, considering this aspect it can be
said that most of the business entities come up with replica products
which meets usually all the requirements of customers (Dhurup, 2014).
12

For instance- cost, quality and other aspects are being included which
thereby enhances the demand for counterfeit products. Customers
never resist to get a complete set of products especially when it is a
replica for a brand. Thus, this not only enhances demand; but also it
changes the perception of consumers.
Supporting this, Jain, Takayanagi and Malthouse (2014), says
that business entity always emphasizes on meeting the needs of
customers and for that they make necessary adjustments in the
products. Most often this happens due to proactive marketing strategies
which drives the end users to purchase the product on higher extent.
Demand for counterfeit products seems to be increasing because of
consumer’s readiness to accept counterfeit products (Li, 2016).
Through this, numerous entities are coming up with the replica
products and sometimes they use brand name as well to promote the
products at market place (Horváth, van Herk and Adigüzel, 2013).
Demand for counterfeit products seems to be increasing in the market
place because government restrictions are not too higher and somehow
it promotes business entities to come up with replica products and
services (Brochado, Teiga and Oliveira‐Brochado, 2016).
However, on the other hand it can also be said that demand for
fashion items have been changing and consumers typically prefer to
get variety of things according to their customized needs. Thus,
considering this aspect companies are coming up with customized
replica products which meets all the specifications of customers
(Chomvilailuk and Butcher, 2014). Therefore, according to that it aids
the business entity to meet the requirements of customers; hence
ultimately it generates demand. Thus, on the basis of entire discussion
it is clear that due to positive response from the customers, companies
are coming up with various products and services which exactly looks
like branded products.
Bargaining is one of the most prominent factors that is possible
in counterfeit products and services; therefore, it can be said that it
highly encourages women to get counterfeit products (Bashir and et.
13

al., 2013). Women accessories are available in variety; hence this aids
the business entities to bring more counterfeit products in the
competitive market place. Customers are purchasing counterfeit
handbags and for that they have variety of reasons to consider. This is
the most important aspect that enhances the demand of replica
products. It is also analysed that women prefer to emphasize on
bargaining as that gives them satisfaction for shopping and the
provision is available in the purchase of counterfeit products especially
in handbags.
14

CHAPTER 3 RESEARCH METHODOLOGY
3.a Introduction
In every investigation the application of research methodology
section is significant because it allows to meet key goals and objectives
(Cassell and Symon, 2010). Research methods are the procedures that
are used for acquiring evidence and analysing it for answering the
research questions. By having an application of methodology the key
evidences can be offered to study. The basic methods of research have
been discussed along with the reasons for which they have been used.
Further, answers have been provided by this section to a number of
questions that pertain to the research problem. Appropriate application
of standards is also beneficial in order to accomplish key goals and
objectives.
3.a.1 Research Approach
It is referred as one of most significant aspect for every
investigation because it allows to understand the blueprint of study.
There are various kinds of approaches which can be employed by
experts such as inductive and deductive. Inductive approach is mainly
employed for the pre sent investigation (Budgell, 2008). It has been
noticed that inductive approach allows to get specific outcome from
the study. With an assistance of this, better theories and ideas can be
developed. By using this approach, researcher has been able to develop
empirical generalizations. This has led to identification of preliminary
relationships as research is being progressed. In addition to this, it can
be stated that better observation of final outcomes can be taken into
account for sustainable development (Bell, 2012). Appropriate
selection of inductive approach allows to have flexible structure of
overall report. Findings can be collected and analysed in desired
manner.
The other category of research approach is deductive approach
which is concerned with the development of hypothesis that is based
on existing theory. Then designing a research strategy is essential for
15

the purpose of testing hypothesis. Deductive approach moves from
particular to general and it also results causal relationships to be
developed while managing a research study. A deductive approach can
be explained as a development of hypothesis which can be derived
from the propositions of the theory (Sapsford and Jupp, 2006). Thus, in
other words, it can be said that deductive approach is concerned with
deducting conclusions from propositions. In most of the theories, it is
used because it is tested against observations. It also has abundance of
sources to be used in the research study; however, at the same time, it
does not have much availability of time.
3.a.2 Data Collection
Data collection is referred as section that offers great support to
overall study. By having an effective data collection, the overall
outcome of study can be attained in desired manner. It has been
noticed that primary and secondary data collection is being taken for
the concern study (Salkind, 2010). In primary data collection
researcher, has made use of questionnaire method. It is significant to
make sure that overall development is upon research aim and
objectives. On the other side for secondary data collection, different
kinds of secondary sources are being accessed effectively. It has been
noticed that by having an application of methods the information can
be gathered. Books, journals and online sources are key aspects which
need to be referred effectively from the experts. Secondary data
consists of information that has been published in other studies.
Secondary data was also obtained from online articles, blogs,
government reports, censuses etc.
Further, under primary source, survey and interview both will
be done for the purpose of gathering information about the present
research study. In order to conduct survey, researcher has formulated
questionnaire as well so that particamts can give appropriate response
about the subject matter. Questionnaire will be provided to participants
through email and Facebook. This will be provided to women (from
age group of 18-40) who buy counterfeit products of Michael Kors. At
16

the same time, interview will be conducted from the same age group
people who and that will be performed in a Camden town market
stores and other stores in UK (Panneerselvam, 2014). In the present
study, questionnaire is being developed so that to get detailed answers
about the subject matter. Researcher has selected it since it is an
effective approach to acquire data from varied sources.
In terms of secondary source, researcher has used websites such
as Mintel which contains information regarding consumer’s decision
making aspects about counterfeit products. In this respect, specific
consideration has been given towards counterfeit products of Michael
Kors. In this respect, some of the articles which are based on
counterfeit products are included in the research study so as to derive
relevant data about the subject matter. To make the study highly
specific, researcher has accessed published journals and articles from
International Journals and other libraries (Olsen, 2011). Thus, prior
using any research article, researcher accessed the feasibility and
reliability ratio so that to identify its impact on subject matter.
3.a.3 Research philosophy
Research philosophy can be called as a brief about the way
wherein data about a phenomenon should be gathered, analysed and
used. It deals with the source, nature and development of knowledge
which positively contributes in the development of research work.
However, the idea of knowledge creation may appear to be profound at
the time when researcher is engaged in creating the study. Each stage
of the research process is based on assumptions about the sources and
the nature of knowledge. The categories of research philosophy can be
split into different types such as Pragmatism, Positivism, Realism and
Interpretivism.
Pragmatism philosophy accepts only those concepts which are
supported by actions and then only it considers the concept relevant. It
also believe that there are several ways exist through which
interpretation can be made (Marlow, 2010). Thus, there is no single
point of view that can be used in the study to multiply the reality. As
17

per the technique, research question plays the most vital role in
determining all the major aspects of research philosophy. Pragmatics
can combine both positivist and interpretivism positions within the
scope of a single research as per the nature of the research question.
Positivism is yet another category of research philosophy which
defines that the doctrine of positivism is difficult to be explained in
precise way (Levy and Lemeshow, 2013). Research philosophy is
addressed in different ways and the aspects also keeps on changing as
per the studies of different authors. Further, it is also based on the idea
that science is the only method through which facts and reality can be
found out. However, in this studies, role of researcher is limited while
collecting and interpreting data through objective approaches. It also
depends on quantifiable observations that leads the researcher to
conduct statistical analysis in the study.
Other philosophy is realism that relies on the idea of
independence of reality. This philosophy is based on the assumption of
a scientific approach which also aids in developing knowledge (Kumar
and Phrommathed, 2005). Realism can be split into two types such as
direct realism and critical realism. Both the techniques are useful in
terms of portraying the world through personal human senses and
along with that, it also argues that humans do experience the sensations
and images of the real world. This can be deceptive and they usually
do not portray the real world. Thus, it can be said that research
philosophy helps in interpreting things according to factual aspects.
Interpretivism is another type of research philosophy that has
been used in the research study as it involves researchers to interpret
the elements of the study because it integrates human interest into the
study. It is also used in the research study as it assumes that access to
reality can be done only through social constructions (Hakim, 2012).
Researcher also says that the particular paradigm is being used since it
focuses on meaning and it also employ multiple methods for the
purpose of reflecting different aspects of the issue. Researcher in this
regard says that this approach is based on naturalistic aspects of data
18

collection such as interviews and observations; hence it is being used
in the dissertation.
3.a.4 Sampling
Sampling is the process that is used to select members of
population which are included in the study. In other words, it can be
said that due to large size of target population, researcher have no
choice; but to select a few people who can participate in the research
process to reach within valid conclusion (Cassell and Symon, 2010).
Thus, the process of sampling is being conducted because it aids
researcher to make the research study manageable and interesting;
further it also results in more accurate research findings. Sampling is
being conducted because it provides an opportunity process the
information in effective manner. The categories of sampling are
probability and non- probability and in the present study, n Which
factor drives you to recommend the product to others? on – probability
sampling has been used. It is more convenient for the research study;
hence it is being used in the research work.
Thus, judgment sampling is being used since it involves the
selection of a group from the population on the basis of available
information (Budgell, 2008). Therefore, under this method units are
included in the sample on the basis of judgement that units can assist in
representing the population. Henceforth, sampling size for the present
research study is 20 women of UK who generally purchase counterfeit
products of Michael Kors.
3.a.5 Data analysis:
Data analysis is the major section of the dissertation in which
researcher analyses the data and information which is being collected
from the participants. In order to analyse the data, there are basic two
techniques that can be used such as Qualitative and Quantitative and in
the present research work, Qualitative technique has been utilized by
the researcher. The technique has been used since it enabled researcher
to identify improvements while showcasing generalised outcomes
(Bryman, 2008). This technique is also being used since researcher
19

desires to avoid bias responses that could affect the validity and
reliability of research study. Further, according to this technique,
researcher has also compared primary and secondary data for the
purpose of ascertaining the effectiveness of research work
(Bhattacharyya, 2009).
However, on the other hand, another technique is Qualitative
design wherein researcher uses interviews, focus groups and
experiments. The use of such technique is essential since it involves
common pattern within responses and at the same time, it also analysed
the data for the purpose of meeting research aims and objectives. It
also includes critical analysis and interoperation of figures and
numbers which attempts to find out rationale behind the emergence of
major findings (Bernard, 2000). Therefore, it can be said that
comparison of primary research findings with that to literature findings
are vital for both Qualitative and Quantitative studies.
3.a.6 Ethical consideration
In terms of ethnical consideration, researcher has used only
relevant and accurate websites. In terms of confidential, researcher
must not disclose information about the participants and their
responses as secrecy should be maintained in all manner (Bell, 2012).
Thus, prior involving any of the participant in the research work,
researcher took consent from them accordingly. Ethical aspects are
mandatory to consider; hence all type of communication in relation to
the research has been done with honesty and transparency. Researcher
has also avoided any deception or exaggeration about the aim and
objectives.
3.b Gantt chart
Activity Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Write
Research
20

Proposal
Read several
literature
Decide the
aims and
objectives
Draft
literature
review
Assemble
secondary
data
Examine
secondary
data
Develop
research
approach
Outline
research
methodology
21

Develop
questionnaire
Arrange the
interview
Conduct the
interview
Accumulate
the data
Plot the
Findings
Evaluate data
Complete
remaining
chapters
Submit it to
mentor and
await for
feedback
Revise the
draft
Print and
22

bind
Submit
23

CHAPTER 4 DATA ANALYSIS
4.a Interpretation of Demographics
At the time of asking questions about demographics, majority
of the participants said that they belong to the age group of 18-40.
Thus, it is clear that most of the women (who purchase counterfeit
handbags) belong to 18-40 age group.
However, while asking about level of education, then 68
participants marked to educated which depicts that they are educated.
However, others who are highly educated also prefer to buy counterfeit
products due to several additional services involved.
Moving on to lifestyle of the women, it is analysed that most of
the women (who purchase counterfeit products) belong to medium and
low level lifestyle. They also added that due to income instability, they
prefer to purchase counterfeit handbags.
Among all the participants, most of the women belong to UK
and central states of London. Lastly, when they were asked about
professional status, then most of them said that they belong to medium
level profession; hence they are not highly educated. Thus, it is clear
that all the categories of people prefer to purchase counterfeit
handbags.
Theme 1 Women prefer to purchase counterfeit handbags
Criteria Responses
Yes 10
No 2
Sometimes 3
Always 5
24

At the time of asking this question, out of 20 women, 10 said
that they prefer to purchase counterfeit products; 5 said that they
always purchase it; 3 said sometimes they prefer purchasing and
remaining 2 marked it to no. Thus, it can be said that most of the
women prefer to purchase counterfeit products since they have variety
of reasons to get such counterfeit handbags. They also added that at the
time of purchasing counterfeiting products, they consider many
advantages that come up with those bags. Thus, concluding it can be
said that women prefer purchasing counterfeit handbags because it aids
in meeting their different needs which are associated with purchasing a
handbag.
Theme 2 Purchasing counterfeit products is satisfactory for
women
Criteria Responses
Highly agree 8
Agree 10
Disagree 1
Highly disagree 1
25

While asking this question, 10 women agreed to this and they
said that whenever they purchase counterfeit products, they always get
satisfaction and at the same time 8 women highly agreed to this. This
states that the level of satisfaction is higher among women when it is
about purchase of counterfeit handbags. However, on the other hand 1
marked to disagree and remaining 1 marked to highly disagree.
Therefore, concluding the responses it can be said that the ratio of
customer satisfaction is higher especially in counterfeit handbags and
this highly drives women to purchase the same. Therefore in this
respect, it can be said that women have different purchase intentions
which drives them to purchase counterfeit products on higher extent.
Theme 3 Women purchase counterfeit handbags for show-off
purposes
Criteria Responses
Yes 11
No 1
Sometimes 3
Always 5
26

While asking this question, 11 participants said that they
purchase counterfeit products just to show it to people that they can
also afford branded products. Moreover, 5 participants said that they
always buy replica handbags because it aids them to show it to others
about their lifestyle and purchase habits. 3 participants marked for
sometimes and they also added that sometimes they give preference to
show it off to other people and remaining 1 marked for no and she said
that she does not believe in showing it to others, as she purchase
products just to satisfy the basic needs associated with the product.
Therefore, according to the responses it is clear that women are much
conscious about their appearance which drives them to get variety of
products and services.
Theme 4 Women are not concerned about quality aspects at the
time of purchasing counterfeit handbags
Criteria Responses
Yes 5
No 6
Sometimes 6
Always 3
27

When the subsequent question is asked, 6 women said that they
do not consider quality aspects as they are more concerned about the
actual utility of the product. However, the responses are quite
contradict as 6 women said that sometimes they consider quality facets
while purchasing counterfeit products. At the same time, 5 women said
that they are concerned about quality facets whenever they purchase
replica handbags. Remaining 3 said that they always consider quality
aspects while purchasing counterfeit products. Thus, on the basis of
changing responses, it can be said that some customers are focused
about quality aspects; however some are not. Thus, it totally depends
upon the brand and the type of product that is purchased by the end
users.
Theme 5 Price is the major aspect that drives women to purchase
counterfeit products
Criteria Responses
Yes 8
No 1
Sometimes 3
Always 8
28

It is an apparent fact that whenever women go to purchase any
product or service, they always give importance to price. Thus, almost
every time price is the only factor that influences their purchase
decisions. Therefore, in this respect 8 women said that price matters a
lot to them especially while purchasing counterfeit products and 8
marked to always and also responded in the same manner. However,
on the contrary 3 women said that sometimes price drives them to
purchase counterfeit products and remaining 1 participant marked it to
no. Therefore, it is evident that business needs to give much
consideration to pricing element so that to drive the end users to
purchase the counterfeit products.
Theme 6 Women purchase counterfeit products because it looks
similar to the branded products
Criteria Responses
Yes 13
No 1
Always 5
Sometimes 1
29

While asking this question, 13 women said that they purchase
counterfeit products because it looks exact same with the branded
products. They also added that it is hard to identify if the product is
replica because counterfeit products exact have all the qualities and
attributes. 5 women said that they always purchase counterfeit
handbags because replica products have exact same appearance; thus,
most of the time people cannot identify if the product is replica.
Remaining 1 marked for no and other 1 marked for sometimes. Thus,
in this respect it is also clear that similarity is one of the reasons that
drives women to purchase counterfeit products. Hence, considering the
fact it can be said that women tend to show more consideration
towards counterfeit products because people cannot identify the
differences.
Theme 7 Demand for counterfeit products have been increasing
because consumers are showing greater acceptance to replica
products
Criteria Responses
Yes 10
No 1
Always 4
Sometimes 5
30

At the time of asking this question, 10 participants said that
demand for counterfeit products have been increasing as people are
accepting replica products on greater extent. At the same time, 5 said
sometimes demand increases for counterfeit products because of
customer’s acceptance. Along with this, 4 participants said that
demand always increases afterwards seeing customer’s acceptance
regarding counterfeit products and remaining 1 marked for no. Thus, as
per the responses it is clear that since customers are accepting the
products; therefore it increases the demand for counterfeit products.
Business entities are getting greater support in this realm which also
becomes profitable in many dimensions.
Theme 8 Women agree that counterfeit products can be used for
longer time period
Criteria Responses
Highly agree 5
Agree 10
Disagree 3
Highly disagree 2
31

Yes No Always Sometimes
0
2
4
6
8
10
12
2
10
2
6
While asking this question, 10 participants agreed for the same
and they said that counterfeit products can be used for longer time
span. This shows that they are satisfied with the purchase of counterfeit
products especially among handbags. 5 participants highly agreed to
this and they also added that they have used several counterfeit
handbags and the experience they gained is worthy. However, on the
other hand 3 participants marked for disagree and remaining 2 marked
for highly disagree. Thus, from the responses, it is clear that counterfeit
products are highly used by women especially under the age group of
18-45 years old because the life cycle of the handbags are higher.
Theme 9 Women always show positive response while purchasing
counterfeit products
Criteria Responses
Highly agree 9
Agree 5
Disagree 3
Highly disagree 6
32

While asking this question, 9 participants said that women
always show positive response at the time of purchasing counterfeit
products; hence they marked it to highly agree. At the same time, 5
participants asked for agreed for that and they said that women always
show positive response to counterfeit products as they get numerous
benefits after using such products. They also said that this usually
happens when they purchase counterfeit handbags. Similarly, 3 marked
it to disagree and remaining 3 marked for highly disagree. Therefore, it
can be said that positive attitude among women shows that they are
quite satisfied with the presence of counterfeit products.
Theme 10 Purchasing counterfeit products is a symbol of reflecting
income status
Criteria Responses
Highly agree 8
Agree 10
Disagree 1
Highly disagree 1
33

While asking this question, 10 participants said that purchase of
counterfeit products is actually a symbol of reflecting their income
status. At the same time, 8 participants marked it to highly disagree.
Thus, according to the responses it can be said that people usually
purchase counterfeit products because they do not have much purchase
ability. This is yet another facet through which they can depict their
purchase parity and economic capability. Therefore, it can be said that
women purchase counterfeit products because that aids them to reflect
their income and purchasing parity. Henceforth, it can be said that
most of the women purchase replica products because they do not have
much income to spend on branded and luxury goods. Typically,
income is the sole dimension that changes their purchase behaviour
while buying counterfeit products.
Theme 11 Women are much concerned about variety of products
and because of that they purchase counterfeit products
Criteria Responses
Yes 11
No 1
Always 5
Sometimes 3
34

Yes
No
Always
Sometimes
0 2 4 6 8 10 12
11
1
5
3
Women are highly concerned about variety of products and this
is the major reason they prefer buying counterfeit handbags. This has
been supported by the responses of 11 women. They further also added
that spending huge amount of money in branded product does not
make any sense; therefore they prefer to get replica products. This is
yet another dimension which changes their purchase decisions.
Moreover, 5 participants said that they always consider this facet and 3
said that sometimes they get variety of products and as a result, they
purchase counterfeit products on greater extent. Remaining 1
participant market it to no and said that counterfeit products are
purchased because it tends to have an impact on satisfaction level.
Theme 12 Women purchase counterfeit product because of peer
pressure
Criteria Responses
Yes 9
No 3
Always 3
Sometimes 5
35

At the time of asking this question, 9 participants said that they
purchase counterfeit products because they have much pressure from
peers. 5 participants said that sometimes women get influenced with
peers and as a result, they purchase counterfeit handbags. Apart from
this, 3 participants said that women always purchase counterfeit
products since other women suggest them to get the same products and
services. This usually happens in the case of counterfeit handbags
which is highly preferred by the clients. Remaining 3 also marked it to
no and said that women purchase counterfeit products because they
desire to get it.
Considering the responses, it can also be said that peer pressure
is much there in women (especially among the age group of 18-45
years). This peer pressure usually increases at the time when women
buy any new product and recommend to others. In the respect of peer
pressure, it can be said that women buy counterfeit products because
other people drives them to buy the same. If a woman is satisfied with
any of the product, then apparently, she recommends the products to
others as well. This is considered as a good source of marketing which
is also beneficial for companies selling counterfeit products.
36

Theme 13 Bargaining is one of the reasons of purchasing
counterfeit products
Criteria Responses
Yes 8
No 2
Always 8
Sometimes 2
Yes No Always Sometimes
0
1
2
3
4
5
6
7
8
9
8
2
8
2
After acquiring the responses of 8 participants, it is clear that
bargaining is one of the major reasons that influences the purchase
decision of women and as a result it enhances demand for counterfeit
products. In the same way, 8 women also said that they always
purchase counterfeit products because they get the option of bargaining
and according to that, they can get desirable products as per the wishes.
However, 2 participants said that bargaining is not a reason for them
and remaining 2 marked for sometimes and said that a few times, they
buy counterfeit products because of the option of bargaining.
Theme 14 Purchase of counterfeit products helps in saving money
Criteria Responses
Highly agree 5
Agree 5
37

Disagree 5
Highly disagree 5
5; 25%
5; 25%5; 25%
5; 25%
Highly agree
Agree
Disagree
Highly disagree
At the time of asking this question, 5 marked for highly agree,
5 for agree, 5 for disagree and remaining 5 for highly disagree. Thus,
same responses were acquired in all the dimensions. Participants also
said that sometimes when the product is affordable they can save
money and when the product cannot be afforded, it does not help in
saving money.
Theme 15 Women recommended counterfeit products to family
members and friends both
Criteria Responses
Yes 4
No 2
Always 11
Sometimes 3
38

While acquiring the responses of 11 participants, it became
clear that women always recommend counterfeit products to other
family members and friends. 4 participants said that they recommend
counterfeit handbags to other people as well and remaining 3 said that
sometimes they suggest the products to other especially when they
think that the product is suitable for them and for others as well.
CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.a Introduction
It is the endmost chapter of this research work that has
concluded the above acquired findings of this investigation that was
carried to analyse the perception and reasons that drives women to
purchase counterfeit products. It was however with a special context of
a case study on the handbags of Michael Kors with three utmost
objectives whose acquisition has been overviewed in this eventual part
of this survey. It is together allied with yet another conceptual portion
of recommendation to suggest some effective ways in which such
replica products can achieve a considerate positioning in the market. It
is however in accordance to the acquired facts and findings of this
study where it was together based upon three well defined objectives.
39

5.b Conclusion
A foremost objective of this investigation was to evaluate the
carried perception of women towards branded handbags. This
objective was duly attained by the surveyor where it was found that
there exists a large number of women who have an affirmative outlook
towards the same. In context to which, it is referred to be a seeming
fact in whose accordance, women are always preferred to adopt the
latest market trend prevailing in the market. As a result, to which, they
are mostly influenced by branded accessories with a crucial depiction
of handbags in it. Handbags is the most considerate thing for them and
for which, they can buy it at the most costly terms. It is also referred to
be at a fundamental position in their list of accessories that they carry
and thus purchasing an expensive handbag is termed to be the most
pleasurable sense for them.
This not only intensify their satisfaction level but together
drives their sense of attraction to fetch more such products. It is where
a large set of women often compromises with the purchase of other
pertinent thongs such as shoes and dresses so as to buy a branded
handbag. It is basically in context to yet another pivotal fact where 1
out of 4 such women are found to be exists with such perception. It is
however due to another considerate fact where handbags are required
to be carried out with almost all sort of dresses where it is unlike the
other accessories such as jewellery and ornaments, etc. This is thus
referred to be yet another leading cause for which the purchase of
branded handbags is significantly rising where it also ensures a sure
shot quality of the product with long term existence. Such extended life
cycle of a branded commodity is therefore referred to be a major cause
for which many women are largely in support of purchasing branded
bags.
Another objective of this research work was to identify those
factors that mostly drive the women to buy counterfeit products rather
buying the actual ones. This objective has together been accomplished
40

by the surveyor where there are several such factors due to which, a
large number of women are mostly in preference to buy replicas
instead of purchasing the actual ones. This was in support of a
foremost factor called income of the women where it actually tends to
matter them a lot. In context to which, they abruptly look for such
replica products that gives a similar sense of fashion to them under low
price as compared to the branded handbags. It is also in lieu of yet
another factor where the replica products looks exactly like the actual
ones with no difference in their appearance.
Wherein, these can also be purchased at an affordable price
structure where it is also due to a situation of economic crisis in UK
with a lower level of income stability. This in turn necessitates the
women to take a wise decision while buying products and they thereby
refer to purchase counterfeit commodities. However, a principal fact of
status quo in women drives them more to buy counterfeit products
rather than opting for the original ones. In such case, these replica
products tend to help the women to maintain the same under an
inexpensive budget to together correspond with the ongoing concern of
economic crisis. It is where, almost all consumers during such period
of crisis where they are already suffering from a income drops are
more likely to purchase such products that are less expensive in nature
with similar usage.
A large variety of such products is referred to be yet another
major factor that greatly impacts upon the women tending to buy the
replica products. It is where replica products being available at low
cost are more considerate to commercialise where the women can buy
it at low price. This in turn postulates the women to buy more than a
single number of handbags that is often not possible for them to
purchase two or more branded bags at once. It is yet again interlinked
with the tact of status quo where most of the women are greatly
influenced by their friends and family relatives with a fashion
conscious outlook towards using such products. As a result to which,
41

they cannot miss to buy the counterfeit products that look exactly the
same as the original ones.
It is also with a leading consent of the young age women
between 18- 25 years of age where they are also not that brand
conscious due to a less consent about acquiring a quality product. As a
result to which, they are mostly getting into the purchase of such
replica handbags with a psychological perception of being into a
fashionable lifestyle with a trendy outlook. Also, they are not supposed
to earn their own livelihood and thus buys such amenities from their
pocket money or savings, etc. Where this is together referred to be yet
another prompt reason behind purchasing replica products. Wherein,
the women above 25 years of age or between the age range of 30-40
years of age are somewhat concerned about the quality of the products
and hereby tries to save some money by purchasing low cost replica
products.
Lastly, there existed yet another leading objective to
accomplish the overall intent of this study by exploring the demand of
counterfeit commodities in the luxury marketplace. This objective has
together been achieved by the surveyor where a huge demand of such
replica products with a special context of counterfeit handbags have
been found in the luxury marketplace. It is where such rising demand
is mainly due to a leading attraction of customers towards it, This in
turn is also benefiting the companies who are referring to sell them in
the market. It is also due to a less concern of people about acquiring a
quality product with a price sensitive outlook where there exists many
such companies who are generating high number of profits and
revenues by dealing into such counterfeit fashion products.
Another reason that has been found to correspond with such
increasing demand of counterfeit products into the market is due to a
large number of people who are attracted towards online purchase of
goods and services. It is where the counterfeit products are however
referred to be a legal issue in the market that is duly ignored by the
42

companies getting into its manufacturing. It is however with a leading
existence of luxury products whose replica can be easily manufactured
by using low cost materials and selling the same to the users under a
low price that is in turn preferable to the consumers as well.
5.c Recommendation
It is on the basis of above concluded study that has depicted an
optimistic orientation of replica handbags in luxury marketplace.
Although, it has together enlightened some facts in whose accordance
these are directly referred to be the counterfeit products that are usually
manufactured by the companies by copying the original products. This
is in turn has reflected to be a major legitimate issue in the marketplace
and despite of this fact, there exists a large number of women who are
strongly in support of it. It is however due to some major influential
factors that has consequently represented a high demand of such
products. It is thus on the basis of above elaborated facts and findings
of this research work, below are some recommendations to the
companies making such replica products-
 A higher-level quality can be maintained to build such
counterfeit products with an increased life cycle that will in
turn imply an effective positioning of such products in the
market. Also, people will tend to take it as a constructive way
to fulfil its increasing demand.
 Another recommendatory clause is to build such products with
a prior permission of the regimental bodies where it will be no
more encountered as an illegal tact. Herein, a quality product
with a raised life cycle and effective positioning in the market
with prior permission from the governmental bodies will also
support the dealers to openly trade into the market. It is where
they will be merely satisfying the realistic preferences of the
consumers in accordance to the contemporary market trends.
43

APPENDIX 1
Questionnaire
The questionnaire has been communicated among targeted
women through emails and Facebook. The selected age group of
women is 18-40 years.
Q1. Have you consider purchasing counterfeit handbags?
 Yes
 No
 Sometimes
 Always
Q2. Do you agree that purchasing a counterfeit product is satisfactory
for you?
 Highly agree
 Agree
 Disagree
 Highly disagree
Q3. Have you ever purchased counterfeit handbags just to show it to
others?
 Yes
 No
 Sometimes
 Always
Q4. Are you concerned about any quality aspects at the time of
purchasing counterfeit handbags?
 Yes
 No
 Always
 Sometimes
Q5. Do you consider that the price of the original items the major
aspect that drives women to purchase counterfeit products?
44

 Yes
 No
 Always
 Sometimes
Q6. Do you purchase counterfeit Handbags they look similar to the
branded Handbags?
 Yes
 No
 Always
 Sometimes
Q7. Do you think that demand for counterfeit products have been
increasing because consumers are showing a greater acceptance to
replica products?
 Yes
 No
 Always
 Sometimes
Q8. Do you agree that counterfeit products can be used for longer
because original items have a shorter time span?
 Highly agree
 Agree
 Disagree
 Highly disagree
Q9. Do you agree that women always show positive response while
purchasing counterfeit products?
 Highly agree
 Agree
 Disagree
 Highly disagree
45

Q10. Do you agree that purchasing counterfeit products is a symbol of
reflecting income status?
 Highly agree
 Agree
 Disagree
 Highly disagree
Q11. Do you think that women are very concerned about owing a
variety of Handbags and because of that they purchase counterfeit
products?
 Yes
 No
 Always
 Sometimes
Q12. Do you think that because of peer pressure to own many things,
women purchase counterfeit products?
 Yes
 No
 Always
 Sometimes
Q13. Do you think that bargaining for the price is one of the reasons of
purchasing counterfeit products?
 Yes
 No
 Always
 Sometimes
Q14. Do you agree that that purchase of counterfeit products helps in
saving money?
 Highly agree
 Agree
 Disagree
46

 Highly disagree
Q15. Which factor drives you to recommend the product to others?
 Price
 Quality
 Variety
Q.16. Which age group do you belong to?
 Below 16
 Above 20
 Between 18-40
 Above 42
Q.17. How much educated you are?
 Educated
 Highly educated
 Low level education
Q.18. Which type of lifestyle do you prefer?
 High profile lifestyle
 Medium class living
 Low level living
Q.19. Which is your areas of residence?
 Central states of London
 UK
 Birmingham
Q.20 What is your professional status?
 Highly professional
 Medium level
 Lower level
47

APPENDIX 2
REFERENCES
Anuar, F. I. and et.al., 2017. Exploring the Rationales of Souvenir
Purchase Behaviour and Roles of Behavioural Belief and
Perceived Authenticity Among International Tourists in
Malaysia. In Balancing Development and Sustainability in
Tourism Destinations (pp. 79-87). Springer Singapore.
Badgaiyan, A. J. and Verma, A., 2014. Intrinsic factors affecting
impulsive buying behaviour—Evidence from India. Journal of
Retailing and consumer services. 21(4). pp.537-549.
Bashir, S. and et. al., 2013. Impact of cultural values and life style on
impulse buying behavior: a case study of
Pakistan. International Review of Management and Business
Research. 2(1). pp.193.
Batra, J. K. and Gupta, T., 2016. A Study of The Female Buying
Behaviour of Handbags Shopping in West Delhi Malls. South
Asian Journal of Marketing & Management Research. 6(12).
pp.62-79.
Bell, M., 2012. Virtual Worlds Research: Past, Present & Future.
Indiana University
Bernard, R. H., 2000. Social Research Methods: Qualitative and
Quantitative Approaches. SAGE.
Bhattacharya, S. and Basak, A., 2016. Compulsive Buying Behaviour,
Attitude Towards Money, Satisfaction With Life and Self-
Esteem–A Study on Single and Married Women. Indian
Journal of Applied Research. 6(3).
Bhattacharyya, K. D., 2009. Research Methodology. Excel Books
India.
Boyd Thomas, J., Okleshen Peters, C. and Tolson, H., 2007. An
exploratory investigation of the virtual community MySpace.
48

com: What are consumers saying about fashion?. Journal of
Fashion Marketing and Management: An International
Journal. 11(4). pp.587-603.
Brochado, A., Teiga, N. and Oliveira‐Brochado, F., 2016. The
ecological conscious consumer behaviour: are the activists
different?. International Journal of Consumer Studies.
Bruwer, J., 2014. Service quality perception and satisfaction: buying
behaviour prediction in an Australian
festivalscape. International Journal of Tourism Research.16(1).
pp.76-86.
Bryman, A., 2008. Of methods and methodology. Qualitative
Research in Organizations and Management: An International
Journal. 3(2). pp.159 – 168.
Budgell, S. B., 2008. Writing a Biomedical Research Paper: A Guide
to Structure and Style. Springer.
Cassell, C. and Symon, G., 2010. Qualitative Methods and Analysis in
Organisational Research. Sage.
Chomvilailuk, R. and Butcher, K., 2014. Social effects on unplanned
in-store buying. Procedia-Social and Behavioral Sciences. 148.
pp.127-136.
Dhurup, M., 2014. Impulsive Fashion Apparel Consumption: The Role
of Hedonism, Fashion Involvement and Emotional
Gratification in Fashion Apparel Impulsive Buying Behaviour
in a Developing Country. Mediterranean Journal of Social
Sciences. 5(8). p.168.
Factors Influencing Consumer's Intention to Buy Counterfeit Products.
2015. [Online]. Available through:
<http://www.journalofbusiness.org/index.php/GJMBR/article/v
iewFile/1757/1659>. [Accessed on 28th March 2017].
Getting carried away: Women get more pleasure from buying a
handbag than any other item. 2011. [Online]. Available
49

through: <http://www.dailymail.co.uk/femail/article-
2041004/Women-pleasure-buying-handbag-item.html>.
[Accessed on 28th March 2017].
Goddard, C.S., 2014. Exploring the Efficacy of Consumer Education
with Regard to Consumption of Branded and Luxury
Counterfeit Merchandise (Doctoral dissertation, Ohio
University).
Hakim, C., 2012. Research Design: Succesful Designs for Social
Economics Research. 2nd ed. Routledge.
Halme, M. and Rissanen, A., 2015. The Influence of Finnish Culture
on the Success of Luxury Brands: Case Michael Kors.
Hau, M., 2003. The Cult of health and beauty in Germany: a social
history, 1890-1930. University of Chicago Press.
Horváth, C., van Herk, H. and Adigüzel, F., 2013. Cultural aspects of
compulsive buying in emerging and developed economies: a
cross cultural study in compulsive buying. Organizations and
Markets in Emerging Economies. (2). pp.8-24.
Jain, R., 2016. Impulse buying Behaviour amongst Working Women-
with Respect to the city of Ahmedabad. International Journal
of Innovative Science, Engineering & Trchonology. 3(1).
pp.323-335.
Jain, V., Takayanagi, M. and Malthouse, E. C., 2014. Effects of show
windows on female consumers’ shopping behaviour. Journal of
Consumer Marketing. 31(5). pp.380-390.
Kelemen, Z., Nagy, P. and Kemény, I., 2016. How to transfer a
coupon-based event into a hedonic shopping experience? Retail
branding implications based on the glamour shopping
days. Society and Economy in Central and Eastern
Europe. 38(2). pp.219-238.
Kumar, S. and Phrommathed, P., 2005. Research methodology.
50

Springer US.
Lacroix, C. and Jolibert, A., 2017. Mediational role of perceived
personal legacy value between consumer agentic generativity
and attitudes/buying intentions toward luxury brands. Journal
of Business Research.
Levy, S. P. and Lemeshow, S., 2013. Sampling of Populations:
Methods and Applications. 4th ed. John Wiley & Sons.
Li, Y., 2016. Global Consumer Behaviour in Luxury Goods Markets.
In Global Marketing Strategies for the Promotion of Luxury
Goods (pp. 1-28). IGI Global.
Lin, L., Xi, D. and Lueptow, R.M., 2013. Public face and private thrift
in Chinese consumer behaviour. International Journal of
Consumer Studies, 37(5), pp.538-545.
Lucas, M. and Koff, E., 2014. The role of impulsivity and of self-
perceived attractiveness in impulse buying in
women. Personality and individual differences. 56. pp.111-115.
Luxury Designer Handbag or Counterfeit? An Investigation into the
Antecedents Influencing Women’s Purchasing Behaviour of
Luxury Designer and Counterfeit Brands. 2009. [Pdf].
Available through:
<http://bura.brunel.ac.uk/bitstream/2438/5453/1/FulltextThesis.
pdf>. [Accessed on 28th March 2017].
Malik, M. E. and et. al., 2013. Impact of brand image and
advertisement on consumer buying behavior. World Applied
Sciences Journal. 23(1). pp.117-122.
Marlow, C., 2010. Research Methods for Generalist Social Work. 5th
ed. Cengage Learning.
Ndichu, E. G. and Rittenburg, T. L., 2016. YOUR GOLDILOCKS IS
OUT THERE! CONSUMER LAY EXPERTISE IN THE
DESTIGMATIZATION OF MISUNDERSTOOD
51

CONSUMPTION PRACTICES. In ROBERT MITTELSTAEDT
DOCTORAL SYMPOSIUM PROCEEDINGS (p. 195).
Olsen, W., 2011. Data Collection: Key Debates and Methods in Social
Research. SAGE.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt.
Ltd.
Permarupan, P. Y. and et. al., 2014. Consumer Perceived value and
buying behavior of store brands. International Business
Management. 8(2). pp.136-141.
Poortinga, W., Sautkina, E., Thomas, G. O. and Wolstenholme, E.,
2016. The English plastic bag charge: Changes in attitudes and
behaviour.
Roberts, M., Tanner, A. and McNaughton, A., 2007. Supply Chain
Assessment for Sanitary Latrines in Rural and Peri-Urban
Areas of Cambodia.
Ryu, E. S. and Ryu, E. Y., 2016. The Effects of Fashion Behaviors and
Impression Management Behaviors on Career Success of Male
Office Workers-Applying PLS Structural Equation
Modeling. Journal of the Korean Society of Clothing and
Textiles. 40(1). pp.131-147.
Salkind, J. N., 2010. Encyclopedia of Research Design. SAGE.
Sandhu, S. K. and Paim, L. B., 2016. Consuming for status among
Malaysian working women. Journal of Emerging Economies &
Islamic Research. 4(3).
Sapsford, R. and Jupp, V., 2006. Data Collection and Analysis. SAGE.
Sierra, J. J., Hyman, M. R., Lee, B. K. and Suh, T., 2015. Antecedents
and consequences of extrinsic superstitious beliefs: a cross-
cultural investigation. Asia Pacific Journal of Marketing and
Logistics. 27(4). pp.559-581.
52

Why people buy counterfeit brands. 2008. [Online]. Available through:
<http://www.open.edu/openlearn/society/the-law/criminology/
why-people-buy-counterfeit-brands>. [Accessed on 28th March
2017].
Women may buy designer bags to protect their relationship, study
suggests. 2013. [Online]. Available through:
<http://www.cbsnews.com/news/women-may-buy-designer-
bags-to-protect-their-relationships-study-suggests>. [Accessed
on 28th March 2017].
53