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2012 (Vol. 4, Issue: 09)
Article Information:

Attitudes toward Counterfeit Products and Generation Differentia

Kambiz Heidarzadeh Hanzaee and Mohammad J. Taghipourian
Corresponding Author:  Kambiz Heidarzadeh Hanzaee 

Key words:  Attitude, behavior intention, counterfeit product, ethics, generation, millennial consumer,
Vol. 4 , (09): 1147-1154
Submitted Accepted Published
December 28, 2011 January 26, 2012 May 01, 2012
Abstract:

Given growth in international trade in counterfeit products and whereas Consumers are the actual forces behind this counterfeiting trade, so, the study focuses on the demand side of counterfeiting, identifying and examining factors influencing on attitude of consumers of non-deceptive counterfeiting in terms of differences generations in Iran, second most populous country among the countries of Middle East. In this study, based on the four generation and the revolution in Iran, the generations are divided into two generations: combination generation and Y generation and also,Conceptual framework of the study emphasizes that Perceived Risk, Risk Averseness, Price-Quality preference, Subjective Norm, Integrity, Personal Gratification could affect on attitudes toward counterfeit products. Results of SEM from samples of combination generation (52.43%) and Y generation (47.57) indicate that perceived risk and risk averseness have negative impact on attitudes toward counterfeit products and Personal Gratification no impact on it under both of generations but other variables have differences impacts on attitudes. Also in both of generations, the results indicated that attitudes toward counterfeit products are positively related to behavior intentions. Drawing on the results of the research, the researchers suggest that it may be necessary for the marketing practices for these two generations differ.
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  Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Mohammad J. Taghipourian, 2012. Attitudes toward Counterfeit Products and Generation Differentia.  Research Journal of Applied Sciences, Engineering and Technology, 4(09): 1147-1154.
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ISSN (Online):  2040-7467
ISSN (Print):   2040-7459
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