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Impact of Counterfeit Products on Consumer Purchase Intention – A Study into the Chinese Mobile Phone Industry (2015)

Ref: busman0150

This dissertation study focuses on the on-going growth, nature and prevalence of counterfeit products in the global market. These products are attaining popularity at a higher rate due to several factors that form the focus of this research study. These attributes include pricing, durability and reliability. As such this dissertation aims at assessing the impact that these attributes have on the consumer purchase intentions. In the data collection phase, this research study employs survey as the research strategy and questionnaires as the preferred research instrument. The dissertation further utilizes IBM SPSS 20 in analysing the data collected. Descriptive statistics, specifically mean analysis, is the employed. The study concludes that the pricing of counterfeit mobile phone devices is the attribute that affects the purchasing intentions of Chinese consumers. Precisely, Chinese consumers perceive counterfeit devices as affordable and accessible compared to their genuine counterparts. The other attributes considered in the study, reliability and durability, do not affect the purchase intentions of Chinese consumers as much. This research aims at outlining the various aspects of counterfeit products and their role in influencing consumer purchase intentions. These aspects are broadly categorized as pricing, reliability and durability. Among the three, previous research reaches to a consensus that pricing plays a significant role in influencing consumer purchase intention. Genuine mobile handsets, especially in the smartphone category, are pricey making them unattainable to majority of the Chinese populace. Chinese people are more inclined into purchasing counterfeit smartphones. In terms of reliability and durability, prior research concedes that counterfeit products are subpar in both aspects. However, this conclusion is applicable for luxury fashion and clothing items. Mobile phones, on the other hand, are not subject to the wear-and-tear dynamics of the aforementioned items. On this basis, this dissertation is justifiable as it presents an aspect that was previously disregarded by previous research. This research study narrows down its focus to assess the impact that counterfeit products have on the purchasing intentions of Chinese consumers. The Chinese mobile phone industry is vast and provides conclusive insight on these impacts. Of note, this research analyzes the aspects of counterfeit products such as pricing, durability and reliability. To achieve this, this dissertation has the following objectives:
  • To examine impacts of counterfeits pricing differences on consumer purchase intention in Chinese mobile phone industry
  • To examine impacts of counterfeits reliability differences on consumer purchase intention in Chinese mobile phone industry
  • To examine impacts of counterfeits durability differences on consumer purchase intention in Chinese mobile phone industry

  • 17,000 words - 52 pages in length
  • Excellent use of literature
  • Excellent analysis of subject area
  • Well written throughout
  • Includes questionnaire
  • Ideal for international business students

1 - Introduction
Research Background
Research Rationale
Research Aims and Objectives
Structure of the Research

2 - Literature Review
Counterfeit Products
Pricing Differences
Reliability and Durability Differences
Consumer Purchase Intention Theories and Models
Theory of Planned Behaviour
Consumer Involvement Theory
Consumer Self-Concept Theory
Attitudinal Loyalty Theory
Empirical Research
Impacts of counterfeits pricing differences on consumer purchase intention
Impacts of counterfeits durability and reliability differences on consumer purchase intention
Impacts of counterfeits reliability differences on consumer purchase intention

3 - Methodology
Research Philosophy
Research Approach
Research Strategy
Data Collection
Sampling
Data Analysis
Reliability and Validity
Ethical Considerations

4 - Findings and Data Analysis
Characteristics of Respondents
Pricing of Counterfeit Products
Pricing of Counterfeit Mobile Phone Devices
Affordability of Counterfeit Mobile Phones
Counterfeit Mobile Phones are Accessible
The Reliability and Durability of Counterfeit Products
Reliability of Counterfeit Mobile Phone Devices
Inferiority of Counterfeit mobile phone devices
Durability of Counterfeit Mobile Phone Devices
Are Counterfeit Mobile Phone Devices Short-lived
Consumer Purchase Intention

5 - Conclusions and Recommendations
Conclusions
Pricing of Counterfeit Products and Consumer Purchase Intention
Reliability of Counterfeit Products and Consumer Purchase Intention
Durability of Counterfeit Products and Consumer Purchase Intention
Recommendations
Research Limitations and Further Research

References

Appendix
Questionnaire


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