ABSTRACT

This study aimed at analyzing consumer behaviour towards the purchase of counterfeit textile product in Abia state. The study focuses on the Does a socio-economic characteristic affects counterfeit textile product, how do the purchase intentions of counterfeit products can be examine, what are the factors affecting consumers behaviour towards counterfeit textile products, To what extent to which the respondents can distinguish counterfeit textile product from the original and what textile products are mostly affected. A total of 120 respondents were randomly selected from six Local Government Areas, two from each senatorial district of the state. A questionnaire was used in data collection. The data were analyzed using simple descriptive statistics and the probit model. From the findings, majority ofthe respondents were between the ages of 30-39 years, Those between the ages of 20-29 were 35 percent, 19.17 percent was between 40-59 years while 5 percent was for those between 60 years and above. In terms of educational attainment, 48.33 percent of the respondents had acquired either the HND or the B.Sc certificate. Those with OND/NCE certificate accounted for 26.67 percent, the West African School Certificate holders formed 16.67 percent while those with FSLC and Ph.D ranked for 5 percent in each category. Female respondents constituted 70.83 percent while the remaining 29.17 percent were males. About 92 percent ofthe respondents agreed that they are cheaper and so they go for it. Asked ifthey recognize whether they are truly genuine or not 81.67 percent admitted that they recognize they were actually counterfeit. Although they were of multiple responses, the probit results indicated that, value expression goal, education, price, income and gender were major factors influencing consumer purchase behaviour on counterfeit textile products. The study recommended that basic education should be given to the consumers in order to understand the adverse effects of patronizing counterfeit products, income should also be enhance amongst other things.