COUNTERFEITING IN KENYA FROM A CONSUMER’S PERSPECTIVE: AN ANALYSIS OF CONSUMER ATTITUDES THAT INFLUENCE COUNTERFEIT PURCHASING

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ABSTRACT
Dealing with counterfeiting from the supply side has proved wanting as counterfeiting has been on the increase worldwide. The loss due to counterfeiting has been enormous especially to the economy. Counterfeiters continue to successfully expand their operations as original brand owners’ businesses slowly collapse and the government continues to lose revenue every day. This calls for another way of dealing with counterfeiting and that is from the demand side. This is because, where there is little or no demand for counterfeit goods, supply will automatically come to a halt.  
Dealing with this problem from the consumers’ perspective, requires an investigation into the factors that influence consumers to purchase counterfeits, their level of awareness of the effects of consumption of counterfeit goods and whether the law has been able to deal with counterfeiting from this angle. This forms the purpose of this research.
The major contribution of this research paper is to show that the consumer’s choice to engage in counterfeit purchasing is highly influenced by factors such as price of the product, unavailability of the genuine and attractiveness of the brand. It brings out the link between counterfeiting and the various factors identified. The main practical implication of this paper then becomes, to inform policy makers and government on the need to promote consumer awareness and to create penalties that would deter consumers from engaging in the purchase of counterfeit goods.

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