Counterfeiting And Consumer's Behavior: Group Factors Influencing The Most Cameroonian And Chinese Consumer's Attitudes Towards Intention To Purchase Counterfeits

Counterfeiting appears amongst the wildest developing industries in the world.The phenomenon affects all-encompassing products categorycomprising fertilizers,food,movies,pharmaceuticals,computer software,music,and machinery shares.Previous investigationsstress deceptive counterfeiting where the consumers surprisingly buy counterfeit goods while lesser consideration is attached to non-deceptive counterfeiting where the consumers intentionally purchase counterfeit goods.In addition,counterfeiting supply side has retained scholars and researchers significant attention while few studies about customer motivations to purchase grey products are not illustrious.Most of the researches that have been explored were based in the context of developed countries and lesser attention has been devoted to the mediating effect of attitude towards purchase intentions of counterfeit products.Furthermore,the theory of reasoned action(TRA)and the theory of planned behavior(TPB)are mostly used in Western cultures;nevertheless there is no clarification about thepresumptionssustaining the theories well application to other cultures(Solomon et al.,2006).Previous literature highlights the cross-cultural researches earth;nonetheless conclusions haven't support the theories efficient generalizability in divergent cultures(Bagozzi et al.,2000).Researcher likely reduces the non-deceptive counterfeiting dearth literatureon developing and emerging countries on the one hand by investigating main group factors influencing Cameroonian and Chinese consumers' attitudes towards intention to purchase counterfeit products.The study further examines the mediating role attitudes play towards intention to purchase counterfeits.Determining leading motives influencing Cameroonian and Chinese consumers' to buy fake products rather than original ones is another new orientation to which previous researches haven't give consideration.Moreover we applied theory of buyer behavior(Howard & Sheth,1969)to which the extension of the TPB theory and utility theory are associated to come over with new insights.Till present there is no information on the researcher hands concerning prior investigations on the issue with Cameroon and China as crosscultural research base on non-deceptive counterfeits nor factors influencing consumers attitude from these two countries making purchase on the same market;Chinese market.This research thesis clearly aims toempirically explore which group factors among marketing,socio-cultural,personality,economic and risk ones influencing the most Cameroonian and Chinese consumers' purchase intentions when they facing counterfeit luxury brands / products.We further check the incremental mediating role of attitude variable.So,testing a model incorporating the consumers' attitudes and purchase intentions regarding counterfeits should benefit corporations to comprehend key reasons motivating clients' behavior towards counterfeits.Hence companies may elaborate efficient strategies to combat piracy.A survey based on cross-cultural research using self-administrated semi-structured questionnaireswas conducted in the China market context.The Statistical Package for Social Sciences(SPSS)for windows statistic software is used to get to all the forms of presentation.Research findings confirm our assumptions.All the hypotheses were supported.Globally,Chinese customer's as well as Cameroonian counterparts are all aware of the risks associated to counterfeit products.If both willing to purchase counterfeits Chinese customer's shown less attention to counterfeit products than Cameroonians.Findings may be taken as templates for possible references for any further research.Herein,we are confident that study could be generalized to other nations.The findings from this study will benefit a number of researchers in the marketing and manufacturing industry and the people convoluted in similar activity in considering Cameroonian and Chinese consumer's main motives and attitudes towards counterfeits.Moreover,the research is an information provider for managers,governmental and non-governmental organizations,marketing researchers as well as social scientist.The information may be helpful in elaborating special marketing strategies and implementing specific marketing techniques.The research also informs brand managers and policy makers concerning main predictors about Cameroonian and Chinese consumers' purchase intentionstowards counterfeit brands products.Several limitations are identified in this study.Amongst them,the research area that is Chinese market,the sample size that seem reduced,the non-specification of particular product etc.Further researches can distinctly consider Cameroonian and Chinese markets and a large sample size.The generalizability of the research may also include different others developing and emerging countries.