Understanding the Purchase Behaviour of Womens towards General Counterfeit Luxury Handbag in the UK

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