• Preeti Singh

The renowned companies are capitalizing in their brands for quality, innovation, marketing etc. There tangible as well as intangible aspects of well-established brands that differentiate them in the clutter of marketing tactics. The unscrupulous imitators of the original brands can devastate brand equity and future prospects of a company. In the present world, the consumers are literally being bombarded with the incessant marketing stimuli. Even if a slogan of a company rhymes with another, the consumers can easily confuse the two. Hence, if the products are of the same type and appearance, a consumer can be deceived into purchasing fake versions. Moreover, some consumers intentionally opt for imitated products regardless of substandard quality and higher risks. This research is about consumer behavior towards counterfeits would highlight the factors that encourage people to buy such items. It will subsequently help a better problem definition of the global piracy problem. This will, in turn, lead to an improved action plan against counterfeits by incentivizing the consumers into choosing the original brands. The research objective is to investigate the consumer behavior towards counterfeiting fast-moving consumer goods in Gwalior and to identify the factors influencing consumers to purchase counterfeit goods in Gwalior.

Imitators, Counterfeits, Consumer Behaviour, Brands

"An Empirical Study on the Consumer Behaviour towards Counterfeit Products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.526-538, January-2019, Available :http://www.jetir.org/papers/JETIR1901569.pdf

"An Empirical Study on the Consumer Behaviour towards Counterfeit Products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp526-538, January-2019, Available at : http://www.jetir.org/papers/JETIR1901569.pdf