INVESTIGATING THE EFFECTS OF PRICE, QUALITY AND RISK PERCEPTION ON CONSUMERS’ PURCHASE INTENTIONS FOR COUNTERFEIT PRODUCTS

Niyazi Gümüş

Article Details

INVESTIGATING THE EFFECTS OF PRICE, QUALITY AND RISK PERCEPTION ON CONSUMERS’ PURCHASE INTENTIONS FOR COUNTERFEIT PRODUCTS

Authors:

Niyazi Gümüş

Publisher:

Duzce University

Main Topics:

İşletme

Journal:

Düzce Üniversitesi Sosyal Bilimler Dergisi Vol.15 Issue 1, pp.20-35

Document Type:

Article

Publication Date:

7/2025

Document Language:

Turkish

Document ID (Org No.):

2001355994

pISSN:

2146-5975

Keywords:

Abstract:

 Counterfeit products constitute a serious problem on an international scale. Although various studies and estimates have been made regarding the damage they cause to both national and global economies, it is thought that the real size of the direct and indirect losses they cause is much greater than estimated. The production and sale of counterfeit products can negatively affect a wide range of people, from original brand owners to suppliers, from legal sales channels to employees, from the state to consumers. Many negative consequences such as loss of income, tax evasion, intellectual property violations and health risks are a few of them. In order to eliminate the losses caused by counterfeit products, it is of great importance to learn the reasons why consumers buy counterfeit products and their perceptions of counterfeit products. Because only in this way can policies be developed or marketing campaigns be created to prevent the sale of counterfeit products. In this context, the effects of price-quality perception and risk perception on consumers purchase intentions towards counterfeit products were examined in research. As a result of the research conducted on 384 participants, it was determined that both dimensions had a negative effect on consumers intentions to purchase counterfeit products.

 Counterfeit products constitute a serious problem on an international scale. Although various studies and estimates have been made regarding the damage they cause to both national and global economies, it is thought that the real size of the direct and indirect losses they cause is much greater than estimated. The production and sale of counterfeit products can negatively affect a wide range of people, from original brand owners to suppliers, from legal sales channels to employees, from the state to consumers. Many negative consequences such as loss of income, tax evasion, intellectual property violations and health risks are a few of them. In order to eliminate the losses caused by counterfeit products, it is of great importance to learn the reasons why consumers buy counterfeit products and their perceptions of counterfeit products. Because only in this way can policies be developed or marketing campaigns be created to prevent the sale of counterfeit products. In this context, the effects of price-quality perception and risk perception on consumers purchase intentions towards counterfeit products were examined in research. As a result of the research conducted on 384 participants, it was determined that both dimensions had a negative effect on consumers intentions to purchase counterfeit products.

 Counterfeit products constitute a serious problem on an international scale. Although various studies and estimates have been made regarding the damage they cause to both national and global economies, it is thought that the real size of the direct and indirect losses they cause is much greater than estimated. The production and sale of counterfeit products can negatively affect a wide range of people, from original brand owners to suppliers, from legal sales channels to employees, from the state to consumers. Many negative consequences such as loss of income, tax evasion, intellectual property violations and health risks are a few of them. In order to eliminate the losses caused by counterfeit products, it is of great importance to learn the reasons why consumers buy counterfeit products and their perceptions of counterfeit products. Because only in this way can policies be developed or marketing campaigns be created to prevent the sale of counterfeit products. In this context, the effects of price-quality perception and risk perception on consumers purchase intentions towards counterfeit products were examined in research. As a result of the research conducted on 384 participants, it was determined that both dimensions had a negative effect on consumers intentions to purchase counterfeit products.

 Taklit ürünler, uluslararası boyutta ciddi bir sorun teşkil etmektedir. Hem ulusal hem de küresel ekonomilere verdiği zararlarla ilgili çeşitli araştırmalar ve tahminler yapılmakta olsa da yol açtığı doğrudan ve dolaylı kayıpların gerçek boyutunun tahmin edilenden çok daha büyük olduğu düşünülmektedir. Taklit ürünlerin üretimi ve satışı, orijinal marka sahiplerinden tedarikçilere, yasal satış kanallarından çalışanlara, devletten tüketicilere kadar geniş bir kesimi olumsuz etkileyebilmektedir. Gelir kaybı, vergi kaçakçılığı, fikri mülkiyet ihlalleri ve sağlık riskleri gibi pek çok olumsuz sonuç bunlardan birkaçıdır. Taklit ürünlerin neden olduğu kayıpların ortadan kaldırılabilmesi için tüketicilerin taklit ürün satın alma nedenlerinin ve taklit ürünlere yönelik algılarının öğrenilmesi büyük önem taşımaktadır. Çünkü anca bu sayede taklit ürün satışının engellenmesine yönelik politikalar geliştirilebilecek ya da pazarlama kampanyaları oluşturulabilecektir. Bu kapsamda araştırma da tüketicilerin taklit ürünlere yönelik satın alma niyetleri üzerinde fiyat kalite algısı ile risk algılarının etkileri ele alınmıştır. 384 katılımcı üzerinde gerçekleştirilen araştırma sonucunda her iki boyutun da tüketicilerin taklit ürün satın alma niyetleri üzerinde olumsuz etkisi olduğu tespit edilmiştir.

Article Details

INVESTIGATING THE EFFECTS OF PRICE, QUALITY AND RISK PERCEPTION ON CONSUMERS’ PURCHASE INTENTIONS FOR COUNTERFEIT PRODUCTS

Authors:

Niyazi Gümüş

Publisher:

Duzce University

Main Topics:

İşletme

Journal:

Düzce Üniversitesi Sosyal Bilimler Dergisi Vol.15 Issue 1, pp.20-35

Document Type:

Article

Publication Date:

7/2025

Document Language:

Turkish

Document ID (Org No.):

2001355994

pISSN:

2146-5975

Price-quality perception

risk perception

counterfeit productFiyat kalite algısı

risk algısı

taklit ürün

Issues

Article Details

INVESTIGATING THE EFFECTS OF PRICE, QUALITY AND RISK PERCEPTION ON CONSUMERS’ PURCHASE INTENTIONS FOR COUNTERFEIT PRODUCTS

Authors: Niyazi Gümüş

Publisher: Duzce University

Main Topics: İşletme

Journal: Düzce Üniversitesi Sosyal Bilimler Dergisi Vol.15 Issue 1, pp.20-35

Document Type: Article

Publication Date: 7/2025

Document Language: Turkish

Document ID (Org No.): 2001355994

pISSN: 2146-5975

Price-quality perception

risk perception

counterfeit productFiyat kalite algısı

risk algısı

taklit ürün

Issues

Authors:

Niyazi Gümüş

Publisher:

Duzce University

Main Topics:

İşletme

Journal:

Düzce Üniversitesi Sosyal Bilimler Dergisi Vol.15 Issue 1, pp.20-35

Document Type:

Article

Publication Date:

7/2025

Document Language:

Turkish

Document ID (Org No.):

2001355994

pISSN:

2146-5975