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Exploring the Factors that Impact on the Attitude to Purchase: A spotlight on counterfeit luxury handbags among Durban's emergent Black Middle-class Females
Increased sales of counterfeit luxury branded handbags are a significant transnational concern. Research effort concerning understanding this purchase behaviour has largely been contextualised outside of Africa, with varying results relating to the impact of attitude on the purchase decision-making...
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| Format: | Thesis |
| Language: | English |
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School of Management Studies
2021
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| _version_ | 1867613212205121536 |
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| access_status_str | Open Access |
| author | Jugnundan, Mishka |
| author2 | Pillay, Pragasen |
| author_browse | Jugnundan, Mishka Pillay, Pragasen |
| author_facet | Pillay, Pragasen Jugnundan, Mishka |
| author_sort | Jugnundan, Mishka |
| collection | Thesis |
| description | Increased sales of counterfeit luxury branded handbags are a significant transnational concern. Research effort concerning understanding this purchase behaviour has largely been contextualised outside of Africa, with varying results relating to the impact of attitude on the purchase decision-making process having emerged. With South Africa serving as one of the most profitable counterfeit luxury handbag markets on the continent, this study sought to fundamentally determine whether consumers' attitude effected their buying rationale. The study was conducted in Durban, home to a large female middle-class population, deemed to satisfy many of the characteristics attributed to the typical counterfeit handbag consumer. The study adopted a post-positivist research paradigm and employed a causal research design. In terms of research strategy, the study made use of a quantitative approach. The target population regarding the investigation pertained to Durban's emergent Black middle-class females. In order to segment this population, nonprobability sampling was utilised, with convenience and snowball sampling having been selected. The total sample size amounted to 350 individuals, who provided data by means of a self-administered questionnaire. Once collected, this data was interpreted through factor and regression analyses. The findings of the study confirmed that individual, product and service factors impacted upon the attitude to purchase of counterfeit luxury handbags among Durban's emergent Black Middle-class females. Furthermore, it was discovered that the attitudinal antecedent's of knowledge, perceived risk, ethical obligation, product price and service quality significantly influenced attitude formation, and in turn, attitude to purchase. As such, the information collated allows for those combating counterfeit sales activity to focus their efforts and resources in a more predetermined manner. It is therefore primarily recommended that anti-counterfeiting agents place greater emphasis upon defending intellectual property rights through demand, or ‘consumer focused' initiatives which target specific purchase-prompting variables. This investigation also provides interesting opportunities for future research, including determining whether attitude continues to play an important role across different South African provinces, as well as within international settings. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/32760 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:32:33.381Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | School of Management Studies |
| publisherStr | School of Management Studies |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/32760 Exploring the Factors that Impact on the Attitude to Purchase: A spotlight on counterfeit luxury handbags among Durban's emergent Black Middle-class Females Jugnundan, Mishka Pillay, Pragasen Management Studies Increased sales of counterfeit luxury branded handbags are a significant transnational concern. Research effort concerning understanding this purchase behaviour has largely been contextualised outside of Africa, with varying results relating to the impact of attitude on the purchase decision-making process having emerged. With South Africa serving as one of the most profitable counterfeit luxury handbag markets on the continent, this study sought to fundamentally determine whether consumers' attitude effected their buying rationale. The study was conducted in Durban, home to a large female middle-class population, deemed to satisfy many of the characteristics attributed to the typical counterfeit handbag consumer. The study adopted a post-positivist research paradigm and employed a causal research design. In terms of research strategy, the study made use of a quantitative approach. The target population regarding the investigation pertained to Durban's emergent Black middle-class females. In order to segment this population, nonprobability sampling was utilised, with convenience and snowball sampling having been selected. The total sample size amounted to 350 individuals, who provided data by means of a self-administered questionnaire. Once collected, this data was interpreted through factor and regression analyses. The findings of the study confirmed that individual, product and service factors impacted upon the attitude to purchase of counterfeit luxury handbags among Durban's emergent Black Middle-class females. Furthermore, it was discovered that the attitudinal antecedent's of knowledge, perceived risk, ethical obligation, product price and service quality significantly influenced attitude formation, and in turn, attitude to purchase. As such, the information collated allows for those combating counterfeit sales activity to focus their efforts and resources in a more predetermined manner. It is therefore primarily recommended that anti-counterfeiting agents place greater emphasis upon defending intellectual property rights through demand, or ‘consumer focused' initiatives which target specific purchase-prompting variables. This investigation also provides interesting opportunities for future research, including determining whether attitude continues to play an important role across different South African provinces, as well as within international settings. 2021-02-02T20:37:58Z 2021-02-02T20:37:58Z 2020 2021-01-29T09:00:36Z Master Thesis Masters MCom http://hdl.handle.net/11427/32760 eng application/pdf School of Management Studies Faculty of Commerce |
| spellingShingle | Management Studies Jugnundan, Mishka Exploring the Factors that Impact on the Attitude to Purchase: A spotlight on counterfeit luxury handbags among Durban's emergent Black Middle-class Females |
| thesis_degree_str | Master's |
| title | Exploring the Factors that Impact on the Attitude to Purchase: A spotlight on counterfeit luxury handbags among Durban's emergent Black Middle-class Females |
| title_full | Exploring the Factors that Impact on the Attitude to Purchase: A spotlight on counterfeit luxury handbags among Durban's emergent Black Middle-class Females |
| title_fullStr | Exploring the Factors that Impact on the Attitude to Purchase: A spotlight on counterfeit luxury handbags among Durban's emergent Black Middle-class Females |
| title_full_unstemmed | Exploring the Factors that Impact on the Attitude to Purchase: A spotlight on counterfeit luxury handbags among Durban's emergent Black Middle-class Females |
| title_short | Exploring the Factors that Impact on the Attitude to Purchase: A spotlight on counterfeit luxury handbags among Durban's emergent Black Middle-class Females |
| title_sort | exploring the factors that impact on the attitude to purchase a spotlight on counterfeit luxury handbags among durban s emergent black middle class females |
| topic | Management Studies |
| url | http://hdl.handle.net/11427/32760 |
| work_keys_str_mv | AT jugnundanmishka exploringthefactorsthatimpactontheattitudetopurchaseaspotlightoncounterfeitluxuryhandbagsamongdurbansemergentblackmiddleclassfemales |