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A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products

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dc.contributor.advisor Wiid, Jan
dc.contributor.advisor Cant, M. C. (Michael Colin), 1957-
dc.contributor.author Manley, Leanne Lauren
dc.date.accessioned 2013-12-05T09:48:20Z
dc.date.available 2013-12-05T09:48:20Z
dc.date.issued 2013-06
dc.identifier.citation Manley, Leanne Lauren (2013) A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products, University of South Africa, Pretoria, <http://hdl.handle.net/10500/13032> en
dc.identifier.uri http://hdl.handle.net/10500/13032
dc.description.abstract Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research studies regarding counterfeiting undertaken in the past have had a strong focus on the supply side of the industry, whereas few studies look to consumer demand and even fewer towards consumer demand for counterfeit products in an emerging African market. The aim of this research study, therefore, was to provide a descriptive analysis of the South African consumers‟ intention to purchase authentic luxury fashion brands versus counterfeit products and secondly, to examine if various demographic groupings differ in their purchase intentions. In order to achieve the research objective, an extensive literary review was conducted on the global counterfeit problem with specific focus on the South African counterfeit industry. The concept and value of branding was highlighted, followed by a discussion on consumer behaviour in conjunction with the decision-making process and the consumers‟ intention to purchase. An empirical study was conducted with UNISA students residing within the areas of Gauteng, KwaZulu-Natal and the Western Cape through a mixed method approach. Qualitative research formed the first leg of the study and assisted in identifying past purchase behaviour of authentic and counterfeit luxury fashion brands. Once identified, these brands were then utilised in a quantitative survey to satisfy the research objectives. The results of this research study indicate that South African consumers‟ have a high intention to purchase authentic luxury fashion brands versus a low intention to purchase counterfeit products. en
dc.format.extent 1 online resource (xlv, 201 leaves) : illustrations (chiefly color), color graphs en
dc.language.iso en en
dc.subject Marketing en
dc.subject Counterfeit en
dc.subject Non-deceptive counterfeit en
dc.subject Brands en
dc.subject Luxury brands en
dc.subject Brand value en
dc.subject Fashion en
dc.subject Consumer behaviour en
dc.subject Decision-making en
dc.subject.ddc 658.83430968
dc.subject.lcsh Clothing trade -- South Africa en
dc.subject.lcsh Product counterfeiting -- South Africa en
dc.subject.lcsh Fashion merchandising -- South Africa en
dc.subject.lcsh Consumer behavior -- South Africa en
dc.subject.lcsh Brand name products -- South Africa en
dc.title A descriptive analysis into South African consumers' intention to purchase authentic luxury fashion brands versus counterfeit products en
dc.type Dissertation en
dc.description.department Business Management en
dc.description.degree M. Com. (Business Management)


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