Exploring The Key Factors That Motivate Consumers To Purchase Counterfeit Cosmetics In Mumbai, India.

Abstract

This dissertation delves into the key factors that drive consumers to purchase counterfeit cosmetics, considering both psychographic and social influences on their purchase decisions. Consumers' actions are influenced by a multitude of variables, and this study examines these factors through the lens of the Theory of Reasoned Action (TRA) while also considering social factors.

The focus of the study is on customers based in Mumbai. Employing a qualitative approach and adopting an interpretive philosophy, the researcher conducted seven semi-structured interviews using non-probability sampling. The primary data was collected from consumers who use cosmetics and have experience purchasing counterfeit products.

The study demonstrated that various psychographic and social factors significantly influence consumers' choices of counterfeit products over genuine ones.

In summary, the study concludes that price is a primary motivator for consumers to opt for counterfeit cosmetics. Additionally, factors such as availability and perceived expertise also play a role in their purchasing decisions. Furthermore, the study examines how the proliferation of social media has expanded the market for counterfeit cosmetics and how social media influences consumers to buy such products. Peer pressure and status consumption were also investigated as contributing factors.