CONSUMERS' BUYING PREFERENCES FOR COUNTERFEIT GOODS: THE EFFECTS OF DEMOGRAPHICS, PERSONALITY TYPES AND CONSUMER ETHNOCENTRISM

Abstract

Counterfeit is both economical and social problems for all economies. Hence, genuine brands are fighting against to piracy and they try to effect countries policy makers to work up counterfeit prevention. However counterfeit is still ongoing in fashion, electronical industry, software digital, movie industry and even in food sector. Therefore, it's important to define poeple who are willingness to buy counterfeit products and what purpose do they need it to buy them. Due to the previous researches, findings have showed that demographics, social concerns and foreign brand phobia have effect on counterfeit demand. In this manner gender, revenue, personality factors and consumer ethnocentrism have been investigated and significant effect is found on willingness to buy counterfeit. The scope of this study, survey method is used to collect datas and regression analyze is used to put forward effects via SPSS 16.