Title: Segmentation proposal of counterfeit luxury consumers regarding the purchase intention

Authors: Sahar Farhat; Amel Chaabouni

Addresses: Applied Research in Business Relationship and Economics (ARBRE), Higher Institute of Management of Tunis (ISG), Tunisia ' Applied Research in Business Relationship and Economics (ARBRE), Higher School of Economics and Commercial Sciences of Tunis, Tunisia

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.

Keywords: counterfeiting; purchase intention; sociodemographic characteristics.

DOI: 10.1504/LRJ.2021.116288

Luxury Research Journal, 2021 Vol.2 No.1/2, pp.86 - 98

Received: 20 Aug 2020
Accepted: 03 Oct 2020
Published online: 16 Jul 2021 *

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