Application of Theory of Planned Behavior to counterfeit garment brands purchase: a qualitative research

Theory of Planned Behavior has been used in a number of studies to understand the consumer
behavior. Almost all such researches have utilized quantitative methods for research. In this research, an
attempt has been made to apply the Theory of Planned Behavior to the counterfeit garment brand purchase
using qualitative methods. This research tried to identify the factors that influence consumers to buy or not
to buy counterfeit garment brands based on the constructs of Theory of Planned Behavior. Three focus
group interviews were conducted for 30 people in a group of ten each. The three groups comprised of
respondents from different age groups. The responses were hence analyzed to identify the similarities and
differences in the factors of importance while purchasing branded/ counterfeit garments between the three
groups of respondents