Segmentation proposal of counterfeit luxury consumers regarding the purchase intention. (29th June 2021)

• Record Type: Journal Article
• Authors: Farhat, Sahar; Chaabouni, Amel
• Is Part Of: Luxury research journal. Volume 2:Number 1/2(2021)
• Page Start: 86
• Page End: 98
• Publication Date: 2021-06-29
• Subjects: counterfeiting -- purchase intention -- sociodemographic characteristics; Luxury goods industry -- Periodicals; Luxury goods industry -- Management -- Periodicals; Luxuries -- Periodicals; Luxuries -- Marketing -- Periodicals; Luxuries -- Social aspects -- Periodicals; Brand name products -- Periodicals; 338.470005
• Languages: English
• ISSNs: 2041-3831

Abstract

Nowadays, both academic and professional have proven with early statistics the frustrating degree of damage caused by counterfeit luxury products. So, this study aims to specify the consumers counterfeit luxury purchase intention in function of their sociodemographic characteristics. An empirical survey was adopted using online surveys posted on luxury brands virtual communities, which allowed having 245 respondents from different nationalities. The results of the counterfeit luxury purchase intention classification and the chi-square analysis showed that intention is a relevant segmentation criterion and the consumers' education level is able to specify their purchase intention. These findings allowed us to provide luxury brands managers with constructive recommendations.