• AN EXAMINATION OF THE INTERNAL AND EXTERNAL FACTORS THAT CONTRIBUTE TO THE BUYING OF COUNTERFEITS

Ravi Kumar1* and Rakesh Kumar Shukla2

Abstract:
The cost of counterfeit items has gradually increased over time, eventually reaching several billions of dollars. The main goal of this research is to look into the factors that determine whether customers buy counterfeit or genuine goods. We provide a model that shows how both external (product-related) and internal (customer-related) determinants impact the purchase of counterfeit products. This study provides critical information for reducing the buying of counterfeit goods. Importantly, relationship marketing techniques can help to reduce counterfeit product purchases while also increasing brand loyalty. We also address upcoming research studies that will look into the relationship marketing tactic’s impact on increasing authentic product purchases and brand loyalty.