A Comparison of Price Effect and Country of Origin Effect on Consumer Counterfeit Products Purchase

Abstract

Proliferation of Counterfeit Consumer Products is one of the insistent apprehensions confronting managers and companies in many countries. The current study compared the influence of price and country of origin effects on consumer attitude and purchase intention of counterfeit consumer products in the Kumasi Metropolis of Ghana. The study adopted a positivist research philosophy and a descriptive research design in gathering and analysing the data. A total of 265 respondents was sampled for the study. A Statistical Package for Social Sciences (SPSS) was employed using T - Test statistic as well as the Kruskal - Wallis test in cross examining the demographic features and the study's variables. Structural Equation Modelling statistical (SEM) technique using Partial Least Square (PLS) software version 3.0 was employed in determining the hypothesised relationships of the study. It was observed that, country of origin effect has a superior influence on both consumer attitude and purchase intention than price of the counterfeit products. The results also showed a significant association between level of education and consumer counterfeit products purchased. The findings contribute to the scant empirical studies that compare price factor and country of origin effect on attitude and intention to purchase in a single survey research.