Application of Theory of Planned Behavior to counterfeit garment brands purchase: a qualitative research
Journal Title: International Journal of Scientific Research and Management - Year 2014, Vol 2, Issue 9
Abstract
Theory of Planned Behavior has been used in a number of studies to understand the consumer behavior. Almost all such researches have utilized quantitative methods for research. In this research, an attempt has been made to apply the Theory o f Planned Behavior to the counterfeit garment brand purchase using qualitative methods. This research tried to identify the factors that influence consumers to buy or not to buy counterfeit garment brands based on the constructs of Theory of Planned Behavi or. Three focus group interviews were conducted for 30 people in a group of ten each. The three groups comprised of respondents from different age groups. The responses were hence analyzed to identify the similarities and differences in the factors of impo rtance while purchasing branded/ counterfeit garments between the three groups of respondents
Authors and Affiliations
Taranpreet Kaur Dhingra
Keywords
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