Consumer Behavior Factors and the Consumption of Counterfeit Products in Uganda: A case of the Central Business District of Kampala, Uganda

Abstract

The study set out to investigate the relationship between consumer behaviour factors and the consumption of counterfeit products in Uganda so as to address the problem of increased consumption of counterfeit products in Uganda. The objectives of the study were to examine the relationship between consumer attitudes and consumption, to investigate the relationship between social influences and consumption, to determine the relationship between perceived behavioural control factors and consumption, and to assess the moderating effect of law enforcement on consumer behaviour and the consumption of counterfeit products in Uganda. The researcher mainly applied quantitative research design supplemented by qualitative findings using a cross-sectional study approach. A sample of 372 respondents selected from traders in the Central Business District of Kampala was used. The overall findings indicated that consumer behaviour factors do not explain the consumption of counterfeit products in Uganda. Correlation findings indicated social influence as a significant factor while consumer attitudes and perceived behavioural were not significant. Other findings indicated that original products are expensive, and yet counterfeits offer shorter usage life. The moderating effect of law enforcement was found not significant on consumer behaviour factors and consumption of counterfeit products. It was concluded that other factors rather than consumer behaviour factors may be explaining the consumption of counterfeit products in Uganda. Besides, it was recommended that social groups should be identified and sensitized to influence others against counterfeits in communities. Government should allow tax exemptions on original products and hike taxes on counterfeits to address the high price on originals and appropriate product information be availed to consumers through adverts and brand outlets to facilitate shopping decisions to combat counterfeiting in Uganda. Counterfeit products attributes, market stimuli, corruption, legislation and the prevalence of counterfeiting in Uganda were areas recommended for further research.