Effects of Personality Factors on Consumer Attitude Toward the Acquisitions of Counterfeit Products

Abstract

The consumption of counterfeits products has become a major challenge across the world. Therefore, this study aims to determine how personality factors influence consumers’ attitude towards acquisitions of counterfeit products. To achieve this objective the research used descriptive research design. The population of interest was 300 MBA students at Nairobi campus Africa Nazarene University. The sample size was 50 students. The researcher came up with a self-administered questionnaire which was designed using established scales and was administered through “drop and pick up later” method. The data analysis for this study was conducted through Statistical Package for Social Sciences (SPSS). The collected raw data was processed, analyzed, and presented using graphs and tables. The findings indicate that personality factors (price consciousness) have significant impact on consumers’ purchase intention towards counterfeit products. In addition, the findings indicate that integrity, personal gratification and perceived risk has no influence on consumer attitude toward purchase of counterfeits products. The research findings can be used to formulate strategies to better counter counterfeiting. Further these findings contribute to the body of knowledge on consumer attitude toward purchase of counterfeits product.
Key words: Counterfeits, Attitude, personality