Segmentation proposal of counterfeit luxury consumers regarding the purchase intention
by Sahar Farhat; Amel Chaabouni
Luxury Research J. (LRJ), Vol. 2, No. 1/2, 2021

Abstract: Nowadays, both academic and professional have proven with early statistics the frustrating degree of damage caused by counterfeit luxury products. So, this study aims to specify the consumers counterfeit luxury purchase intention in function of their sociodemographic characteristics. An empirical survey was adopted using online surveys posted on luxury brands virtual communities, which allowed having 245 respondents from different nationalities. The results of the counterfeit luxury purchase intention classification and the chi-square analysis showed that intention is a relevant segmentation criterion and the consumers' education level is able to specify their purchase intention. These findings allowed us to provide luxury brands managers with constructive recommendations.

Online publication date: Fri, 16-Jul-2021

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