Customer Purchase Intention Towards Counterfeit Dairy Products: An Empirical Study

Dr. J. Sofia vincent1 Yuvanesh P2

Department of Management Studies, Panimalar Engineering College, Chennai, Tamil Nadu, India Affiliated to Anna University, Chennai

ABSTRACT:The proliferation of counterfeit dairy products poses an escalating threat to consumer health, brand equity, and the structural integrity of the dairy industry. This study examines the factors influencing consumer purchase intention towards counterfeit dairy products, with particular focus on price sensitivity, product awareness, packaging imitation, trust, and promotional influence. Employing a descriptive research design, primary data were collected from 381 respondents through structured questionnaires across the Vellore district. Non-parametric statistical tools including percentage analysis, Mann–Whitney U test, Kruskal–Wallis H test, Chi-square test, and Spearman rank correlation were applied for data analysis. Findings reveal that consumer awareness of counterfeit dairy products remains at a moderate level, and that price incentives and imitation packaging are primary drivers of unintentional counterfeit purchases. The study further establishes that attitude and trust do not differ significantly across gender, and that age does not significantly influence price perception. The paper concludes with strategic recommendations encompassing consumer education, improved packaging security, regulatory reinforcement, and transparent supply chain monitoring to curb counterfeit dairy consumption.

Keywords: Counterfeit Dairy Products, Purchase Intention, Consumer Awareness, Price Sensitivity, Food Fraud, Aavin