Vol 5 No 1 (2019)

Is consumer lifestyle affected by genuine or counterfeit brands? An empirical study.

Muneer Ahmed Shah, PhD.
Department of Public Administration, Shah Abdul Latif University, Khairpur
Mansoor Ahmed Soomro
Assistant Professor Department of Business Administration, Sindh University Campus Dadu
Abdul Jabbar Dayo
MBA Student, Shah Abdul Latif University, Khairpur

The purpose of this study is to measure and examines the lifestyle of Pakistani users and their influence on brand preferences (genuine vs. counterfeits brands). A Scale was developed to find out the empirical impact by using three variables namely status consciousness, price consciousness, and need for uniqueness on brand preferences (genuine vs. counterfeits). The structured questionnaire was designed and distributed to collect the data from the respondents, based on convenience sampling. The survey was consisting of a sample of 150 consumers of Khairpur city. Results revealed that a very unusual lifestyle demonstrated in very different ways in the purchasing behavior of Pakistani consumers concerning counterfeits or genuine products. Most of the consumers are observed to quite dependent on using the brands to look different and counterfeits brands prefer mostly to fulfill their “Need of uniqueness”. The consumers importantly “Price consciousness” are identified to purchase counterfeits products as they look similar but are comparatively low priced and their purpose is being served. Furthermore, the user they prefer to purchase genuine products if they are status conscious because they prefer product rather than price. The results of this research have provided for marketers to relate their brands to different lifestyle categories of Pakistani users, as a result, to enhance their efficiency and profitability in the Pakistani market.

SALU-CER Editor in Chief
Working as faculty member in institute of Commerce Shah Abdul Latif University Khairpur since 12 September 1996. At present working as Professor and Director Institute of Commerce of Shah Abdul Latif University Khairpur. Also working as founder Editor-in-Chief of SALU-Commerce & Economics Review since 2015.

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