An analysis of consumer conspicuous behaviour, social consensus and price sensitivity of counterfeit women clothing.
- Author
- Yeukayi Melody Mawoko
- Title
- An analysis of consumer conspicuous behaviour, social consensus and price sensitivity of counterfeit women clothing.
- Abstract
-
ABSTRACT
The purpose of the study was to analyse consumer conspicuous behaviour, social consensus and price sensitivity of counterfeit women clothing. The research was carried out to determine the relationship between social consensus and purchase intentions of counterfeit women clothing, to establish the relationship between price sensitivity and purchase intentions of counterfeit women clothing and to investigate the link between conspicuous behaviour and purchase intentions of counterfeit women clothing. In the literature review, theories which were used are social learning theory and the self-signalling theory. The research was causal in nature, with a sample size of 322 clients simply acquired. The researcher made use of a questionnaire as the research instrument and the data was analysed using the SPSS version 27 and SPSS Amos version 26 in order to analyse consumer conspicuous behaviour, social consensus and price sensitivity of counterfeit women clothing. Tables were used to present and explain data. The outcome of the research displayed out that social consensus has a statistically significant effect on purchase intention on counterfeit women clothing. The other findings also displayed that price sensitivity has a statistically significant effect on purchase intention of counterfeit women clothing and also that conspicuous behaviour has a significant effect on purchase intention of counterfeit women clothing. It is recommended that determining the role of social consensus and purchase intention of counterfeit women clothing can contribute to a deeper understanding of how social influences shape consumer choices, imitate the behavior of influential individuals.
- Date
- JUNE 2024
- Publisher
- BUSE
- Keywords
-
- consumer conspicuous behaviour
- price sensitivity of counterfeit women clothing
-relationship - Supervisor
- DR. R. CHIRIMUBWE
- Item sets
- Department of Marketing
