Addressing the problem

Does the large number of counterfeit brands that available in the market deter us from wanting the original ones? This is the question that always comes to the researchers mind. 

Imitation brand has result in the loss of income for the original brands. Sometime customers are not aware of counterfeit brand. They do not know that they have buy and use the fake brand. But there are lots of people outside there who knows the existence of fake brand and still them willing to use and buy that brand. That means they have a low regard for the law. The problem here is mostly genuine brand charged high price compare to fake brand and this make  those who can’t afford to buy the original ones automatically buy the counterfeit ones although it will be lower quality  from the genuine brand. 

As has been pointed out (Gino & Michael I. Norton, 2010), some student who can't afford to buy the original ones feels that the counterfeit brand can give value to them which can make them feel different. For example, if they use the counterfeit brand, they might feel that they are richer but in the reality, they are not. Gino & Michael I. Norton (2010) also stated that for some students who used the counterfeit brand, it will cause them to be something they are not in a way they are not expected. This will lead them behave unethically because counterfeiting is against the law. 

 Some customers are motivated by their curiosity to experience it. Besides that, because of they really don't have much choice, they have to buy the fake brand as that the only possible alternative for them. This is because, as a student they don't have income. They will choose the brands based on the money they received from their parents. The other problem that we all encounter is some people like to show off that they are different and they can use and buy the branded brand but unfortunately they purchase the fake brand. The emergence and the growing of the fake brand purchases have made people could hardly differentiate the original and the fake ones.  For the rich people, there are not bother to buy the genuine brand because the answer is simple, if you`re rich people, they still will assume the brand that you`re use is original even it is fake. And for the poor people, even if they buy the original ones, still people assume that they use the fake ones. So why bother to buy the original ones? 

According to Elfriede Penz (2005), the intention to buy counterfeit brand is from perceived behavioral control which is their perception on the ability to act in a given way. For instance, if he/she think that buying counterfeit brand is good, then he/she will more likely to form an intention to perform the behavior.

Eisend & Schuchert-Guler (2006) have shown that, age is not the factors that affect the tendency to buy counterfeit items but Eisend & Schuchert Guler (2006) suggest that young people are more likely to purchase counterfeit goods.