Abstract

JUGNUNDAN, Mishka  and  PILLAY, Pragasen. Exploring the factors that impact attitude to purchase: A spotlight on counterfeit luxury handbags among Durban's emergent black middle-class females. JCMAN [online]. 2023, vol.20, n.1, pp.207-246. ISSN 1815-7440.  https://doi.org/10.35683/jcm21020.193.

PURPOSE OF THE STUDY: This study investigates the factors that impact attitude to purchase, with a product focus on counterfeit luxury handbags among Durban's emergent Black middle-class females DESIGN/METHODOLOGY/APPROACH: The investigation followed a quantitative approach whereby 350 individuals provided data through self-administered questionnaires. Data was interpreted through factor and regression analysis FINDINGS: The research findings confirmed that individual product and service (IPS) factors had an impact on the attitude to purchase. Furthermore, it was discovered that knowledge, perceived risk, ethical obligation, price, and service quality significantly influenced attitude formation and, consequently, attitude to purchase RECOMMENDATIONS/VALUE: From the demand perspective, i.e., via the IPS factors, the findings of the study assist anti-counterfeit bodies in tailoring their efforts to curb counterfeit purchases MANAGERIAL IMPLICATIONS: Policymakers and managers alike are required to be more aware of the impact of demand-related factors when formulating effective strategies to deal with the issue of counterfeit purchases JEL CLASSIFICATION: M30, M31

Keywords : Attitudes; Counterfeit luxury handbags; Emergent black middle class; South Africa.

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