Proceedings of 24th International Business Research Conference
12 - 13 December 2013, Planet Hollywood, Las Vegas, USA, ISBN: 978-1-922069-37-5
Consumer Purchase Behaviour towards Authentic and
Counterfeit Luxury Fashion Brands: A South African
Perspective
Michael C. Cant*, Johannes A. Wiid** and Leanne L. Manley***
Counterfeiting has grown exponentially within the last few years and is the
cause of many a social, political and economic problem in both developed
and developing countries. Numerous studies have previously focussed
research efforts on the supply aspect of the trade, where the literature falls
short however, is towards the demand thereof but more so, the demand and
purchase behaviour of emerging economy consumers towards the purchase
of authentic and counterfeit luxury fashion brands. The purpose therefore of
this study, was to determine South African consumers demand and
purchase behaviour towards authentic and non-deceptive counterfeit luxury
fashion brands. Specifically focussing on past and future intentional
purchases and the annual value spent on respective merchandise. The
importance of this investigation lies in the realisation that African countries
are being utilised as transit routes and dumping grounds for counterfeit
merchandise, therefore an investigation into consumer demand and
purchase behaviour was deemed appropriate. In order to fulfil the research
objective data was collected by means of two web-based self-administered
surveys which were emailed to students at the University of South Africa
(UNISA) residing within Gauteng, KwaZulu-Natal and the Western Cape.
The sampling methodology utilised was that of probability stratified sampling;
175 and 303 completed questionnaires were received for respective
questionnaires. The results emanating from this study provide organisations
with insight into the South African market environment by indicating that
consumers’ have a higher demand and purchase behaviour towards
authentic luxury fashion brands versus a relatively low demand and
purchase behaviour towards the corresponding counterfeit.
Keywords: Counterfeits, consumer purchase behaviour, fashion, luxury brands, South
Africa
*Professor Michael C. Cant, Department of Marketing and Retail Management, University of South Africa,
South Africa. E-mail: cantmc@unisa.ac.za.
**Professor Johannes A. Wiid, Department of Marketing and Retail Management, University of South Africa,
South Africa. E-mail: jwiid@unisa.ac.za.
*** Leanne L. Manley. Department of Marketing and Retail Management, University of South Africa, South
Africa. E-mail: manlell@unisa.ac.za.
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