Non-Price Determinants of Intention to Purchase Counterfeited Goods: A Malaysian Perspective

Counterfeiting industry especially in optical media products is a serious problem in Malaysia. It was reported that Malaysia lost about RM300 million a year due to this illegal activities (BSA, 2000). In Malaysia, counterfeited goods are pirated software and VCD, branded luxury clothes, watches, leather goods, drugs, and automobile spare parts which are commonly available in Malaysian open market especially at 'pasar malam', street market or even at the shopping mall outlets. The counterfeited goods become popular among consumer due to its large differential pricing as compared to the original version. Consumers received value for money and pennit them experienced or owned a reputable branded article at a low cost. However, the determinants on intention to purchase counterfeited goods do not solely depend on price differential. Therefore, the purpose of the study is to investigate the non-price determinants on intention to purchase counterfeited goods. Previous studies demonstrated that the less respect of consumers for the law, the more tendency for them to purchase counterfeited goods. Studies also indicated that, consumers' intentions to purchase counterfeited goods are also motivated by other factors such as demographics, psycho graphics, product attributes, and situational factors. The current study attempts to apply the previous study in Malaysian perspectives, among young generation. The study uses four product categories that are commonly counterfeited/pirated in Malaysia namely, optical media products, luxury goods, perfumes, and watches.

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