Attitude of "Y generation" woman regarding buying brand counterfeit products in Thailand.

Abstract

Recently, Counterfeit products have become the global issue in both developed and developing countries. It affects the existing business and related one. This paper aims to find the factors that influenced counterfeit purchasing customers intention and the way to reduce the number of buying counterfeit products in Thailand. The paper examined the effect of two groups of variables on purchase intention of brand counterfeit goods: attitudes toward buying counterfeits, and factors influencing on purchase intention. Data of 10 CMMU women aged between 21s and 30s were collected by in-depth interview. Using the coding analysis to determinant the variables which related to purchase intention of counterfeit good. The results indicate the 5 key influenced purchase intention factors for Thai “Y generation” which are Price, Value consciousness, Purchase situation/Mood, Product attributes, and Cognitive component.

KEY WORDS: Brand Counterfeits / Purchase counterfeits goods / Y Generation / Attitude / Thailand