Consumer purchase intentions toward counterfeit branded products among Generation Y in Malaysia / Nur Izza Zafierah Zuhaili

Counterfeiting is a major issue for companies, governments and consumers. Promotional media and gender have been shown to influence purchase and shopping channel choice. The purpose of this paper is to better understand the role of social influence, status consumption, brand image, novelty seeking,...

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Main Author:	Zuhaili, Nur Izza Zafierah
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2019
Subjects:	Marketing Marketing research. Marketing research companies. Sales forecasting Purchasing. Selling. Sales personnel. Sales executives
Online Access:	http://ir.uitm.edu.my/id/eprint/23545/ http://ir.uitm.edu.my/id/eprint/23545/1/PPb_NUR%20IZZA%20ZAFIERAH%20ZUHAILI%20M%20BM%2019_5.pdf

id	uitm-23545
recordtype	eprints
spelling	uitm-235452019-04-07T03:53:19Z http://ir.uitm.edu.my/id/eprint/23545/ Consumer purchase intentions toward counterfeit branded products among Generation Y in Malaysia / Nur Izza Zafierah Zuhaili Zuhaili, Nur Izza Zafierah Marketing Marketing research. Marketing research companies. Sales forecasting Purchasing. Selling. Sales personnel. Sales executives Counterfeiting is a major issue for companies, governments and consumers. Promotional media and gender have been shown to influence purchase and shopping channel choice. The purpose of this paper is to better understand the role of social influence, status consumption, brand image, novelty seeking, price quality inference and integrity on consumer purchase intentions towards counterfeit branded products among Generation Y. Theoretical framework included is adopted from Krishnan (2017). A survey was administered using a convenience sample of Generation Y in Bangi Sentral, Bandar Baru Bangi, Selangor. A total of 176 surveys were used for analysis. The data were factor analysed using Statistical Package for the Social Sciences (SPSS) statistical software and a structural equation model was developed to test the hypotheses. The results indicate that while the social influence factor, status consumption and brand image significantly influence consumer purchase intentions. Meanwhile, novelty seeking, price quality inference and integrity only indicated no significant relationship. Finally, in order to curb counterfeiting, more awareness can be done and improve the brand image of a product. Faculty of Business and Management 2019 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/23545/1/PPb_NUR%20IZZA%20ZAFIERAH%20ZUHAILI%20M%20BM%2019_5.pdf Zuhaili, Nur Izza Zafierah (2019) Consumer purchase intentions toward counterfeit branded products among Generation Y in Malaysia / Nur Izza Zafierah Zuhaili. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Marketing Marketing research. Marketing research companies. Sales forecasting Purchasing. Selling. Sales personnel. Sales executives
spellingShingle	Marketing Marketing research. Marketing research companies. Sales forecasting Purchasing. Selling. Sales personnel. Sales executives Zuhaili, Nur Izza Zafierah Consumer purchase intentions toward counterfeit branded products among Generation Y in Malaysia / Nur Izza Zafierah Zuhaili
description	Counterfeiting is a major issue for companies, governments and consumers. Promotional media and gender have been shown to influence purchase and shopping channel choice. The purpose of this paper is to better understand the role of social influence, status consumption, brand image, novelty seeking, price quality inference and integrity on consumer purchase intentions towards counterfeit branded products among Generation Y. Theoretical framework included is adopted from Krishnan (2017). A survey was administered using a convenience sample of Generation Y in Bangi Sentral, Bandar Baru Bangi, Selangor. A total of 176 surveys were used for analysis. The data were factor analysed using Statistical Package for the Social Sciences (SPSS) statistical software and a structural equation model was developed to test the hypotheses. The results indicate that while the social influence factor, status consumption and brand image significantly influence consumer purchase intentions. Meanwhile, novelty seeking, price quality inference and integrity only indicated no significant relationship. Finally, in order to curb counterfeiting, more awareness can be done and improve the brand image of a product.
format	Student Project
author	Zuhaili, Nur Izza Zafierah
author_facet	Zuhaili, Nur Izza Zafierah
author_sort	Zuhaili, Nur Izza Zafierah
title	Consumer purchase intentions toward counterfeit branded products among Generation Y in Malaysia / Nur Izza Zafierah Zuhaili
title_short	Consumer purchase intentions toward counterfeit branded products among Generation Y in Malaysia / Nur Izza Zafierah Zuhaili
title_full	Consumer purchase intentions toward counterfeit branded products among Generation Y in Malaysia / Nur Izza Zafierah Zuhaili
title_fullStr	Consumer purchase intentions toward counterfeit branded products among Generation Y in Malaysia / Nur Izza Zafierah Zuhaili
title_full_unstemmed	Consumer purchase intentions toward counterfeit branded products among Generation Y in Malaysia / Nur Izza Zafierah Zuhaili
title_sort	consumer purchase intentions toward counterfeit branded products among generation y in malaysia / nur izza zafierah zuhaili
publisher	Faculty of Business and Management
publishDate	2019
url	http://ir.uitm.edu.my/id/eprint/23545/ http://ir.uitm.edu.my/id/eprint/23545/1/PPb_NUR%20IZZA%20ZAFIERAH%20ZUHAILI%20M%20BM%2019_5.pdf
first_indexed	2023-09-18T23:10:54Z
last_indexed	2023-09-18T23:10:54Z
_version_	1777418794870767616

Consumer purchase intentions toward counterfeit branded products among Generation Y in Malaysia / Nur Izza Zafierah Zuhaili

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