Consumer Attitude and Satisfaction with Counterfeit Cosmetic Products A Study in Himachal Pradesh

Abstract

newline vi newlineABSTRACT newlineThe rationale of this study is to construct an instrument to evaluate customer s attitudes and satisfaction towards counterfeit cosmetic products and have a further discussion of the effect/ influence of internal and external variables upon them. Factor extraction (communalities), multiple regression and chi- square analysis were used to evaluate the data collected from the respondents in Himachal Pradesh. The major results of this study are as follow, influence of determinants of internal factors on customer s attitudes and satisfaction: (1) Risk averseness, status consumption and previous experience have significant positive influence on attitude whereas integrity, personal gratification and novelty seeking have negative significant effect of attitude. (2) Price and brand attachment have significant positive effect on satisfaction. Furthermore, effect of constructs of external factors on customer s attitudes and satisfaction: (3) Information susceptibility positively influences attitude whereas normative susceptibility has an insignificant effect on attitude. (4) Product quality, perceived value and service quality have a significant positive effect on satisfaction. Moreover results revealed that socio economic variables i.e. gender, age, marital status, education, social status, area and income influence customers satisfaction significantly. Therefore the proposed model is demonstrated with the use of revealing the impact of inetrnal and external factors on customer s attitudes and satisfaction. Also it was found that attitude have direct significant impact on purchase intention. newlineKeywords: Customers Attitude, Purchase Intention, Customers Satisfaction, Counterfeit Cosmetic Products etc.