Analyzing Women's Purchase Behavior Towards Counterfeit Handbags in UK

This report presents a comprehensive analysis of the factors influencing the purchase behavior of women aged 18-40 towards counterfeit luxury handbags in the UK. The research explores the perceptions of women regarding branded handbags, identifying key drivers such as price, perceived similarity to authentic products, and the desire to display status. The study investigates the demand for counterfeit products in the luxury market, examining the impact of technology, product availability, and consumer purchasing power. The report also reviews the existing literature, highlighting the research gap and providing insights into consumer behavior and market trends. The methodology includes data collection and analysis to ascertain the reasons that enhance the demand for counterfeit products. The findings contribute to understanding the motivations behind the purchase of counterfeit luxury goods and its implications on the luxury market.

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:
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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.
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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.
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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
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Appendix 2...........................................................................................48
References............................................................................................48
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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
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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
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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
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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
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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.
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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
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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
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