The Impact of Counterfeit Brands on consumer acceptance of Original Brand: Exploring Mobile Phone Market of Lahore, Pakistan

Abstract

The aim of the study is to analyze the impact of counterfeit mobile phones on the acceptance of original mobile phones in Lahore, Pakistan. The objective is to find the factors for which customers go toward counterfeit mobile phones. The Literature review regarding counterfeit products in global market and in local market (Pakistan) and its impact on society is included in the research project which followed by attributes such as attitude of customer, satisfaction of customer, consumer’s’ preference, consumer’s willingness, price factor, brand equity, quality awareness, product features and self identity. The counterfeit trend impacts the luxury brand market in many ways, but this paper will focus specifically, the research question will be addressed and answered: What is the impact of counterfeit brands on consumer acceptance of original brands in mobile phone market of Lahore?