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2012 (Vol. 4, Issue: 18)
Article Information:

Impact of Non-Price Factors on Purchase Intention Counterfeits

Kambiz Heidarzadeh Hanzaee and Saeed Jalalian
Corresponding Author:  Kambiz Heidarzadeh Hanzaee 

Key words:  Consumer behavior, counterfeiting, Theory of Reasoned Acted (TRA), , , ,
Vol. 4 , (18): 3313-3322
Submitted Accepted Published
January 30, 2012 March 02, 2012 September 15, 2012

This research purposes to investigation of impact of non-price factors on consumer attitude and purchase intention counterfeits luxury brand. We used a survey with 398 students of Islamic Azad university of central unit was conducted in the Iranian students although self-questionnaire that a questionnaire was developed consisting of previously used scales and also we used the Structural Equation Modeling technique to examine the hypothesized relationships. In addition, we involved AMOS software for analysis. We found that perceived risk and subjective norms factors are most influence on attitude toward counterfeits that they are only impact antecedentís attitude on behavioral intention. This research limited to only a city (Tehran) and just dedicated to students, therefore we cannot generalize to whole consumer society and we have time and money limited. This research offer in-depth understanding from consumer attitude toward counterfeits luxury brands in Iran country and help to marketers that find strategies for preventing of purchasing counterfeit luxury brands. This research performed for first in Iran, focused of demand side`s counterfeits and investigated social and personality influences on attitude toward counterfeits that they are non-price factors.
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  Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Saeed Jalalian, 2012. Impact of Non-Price Factors on Purchase Intention Counterfeits.  Research Journal of Applied Sciences, Engineering and Technology, 4(18): 3313-3322.
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ISSN (Online):  2040-7467
ISSN (Print):   2040-7459
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