Women's Buying Behavior Towards Counterfeit Luxury Fashion Products in Delhi

Abstract

Consumer behavior toward counterfeit luxury fashion products, particularly among women in Delhi, presents a compelling area of study due to its socio-economic implications and cultural relevance. This research explores the motivations and decision-making processes that influence women's purchasing behavior regarding counterfeit luxury fashion items in Delhi, India. The study employs a qualitative approach, utilizing semi-structured interviews with a diverse sample of women from different socio-economic backgrounds.Through thematic analysis, several key factors emerge as significant influencers. Firstly, affordability is a primary driver, as counterfeit products offer a more accessible entry point into luxury fashion for women with constrained budgets. Secondly, the allure of status and prestige associated with luxury brands motivates women to seek counterfeit alternatives, allowing them to mimic the lifestyles and identities projected by genuine luxury items. Social influences also play a crucial role, with peer pressure and societal norms shaping women's decisions to purchase counterfeit goods. The study further highlights the role of online platforms and social media in facilitating access to counterfeit products, reshaping traditional retail dynamics and enhancing consumer reach. Ethical considerations and perceptions of legitimacy also emerge as important themes, with varying attitudes toward the legality and morality of purchasing counterfeit goods among women in Delhi. While some view it as a harmless bargain, others express concerns about supporting illicit practices and the potential negative impact on brand integrity and the local economy. In conclusion, this research provides valuable insights into the complex interplay of economic, social, and psychological factors driving women's consumption of counterfeit luxury fashion products in Delhi. Understanding these dynamics is crucial for policymakers, marketers, and brand managers seeking to address the challenges posed by the counterfeit trade while catering to diverse consumer needs and preferences.