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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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• Introduction

E-shopping is an e-commerce tool, a factor in its success and its spread in the community. Online shopping is increasing. This type of shopping is expected to take a great deal of interest from both consumers and  marketers because of its superior advantages From other shopping outlets. Online shopping is increasingly popular because of the ease of access to the Internet, the materials to buy, low prices and freedom of choice. E-shopping has become one of the most important benefits of the Internet to users, where anyone can search for the products or services needed and pay the value without having to leave his home. But this causes a number of risks that must be recognized and dealt with so that the user to benefit from these services without risk.

Counterfeit, fake and imitation luxury products are increasingly bothering global brands that have a presence in India. Interestingly, the counterfeit market for luxury products is growing twice as fast as the market for genuine luxury products in India. New distribution channels such as online portals are helping such products reach a huge pool of consumers. “Over 80 percent of the imitation luxury products being sold in India comes from China,” says D S Rawat, Secretary General of Assocham, adding, “Most of these comprise of handbags, watches, shoes, clothes, hats, sunglasses, perfumes and jewellery.”

Another reason why the fakes luxury market is growing at such a fast pace is the advent of e-commerce platforms selling them at lucrative prices. According to the Assocham  report, web portals selling fakes account for over 25 per cent of the fake goods market in India[1].

spread of a large number of traders or scammers imitators famous branded products, fake sometimes across social networking sites where the development of technology to make shopping sites via the internet, such as Instagram and Facebook and other easier and faster, but unfortunately there are no laws governing this matter and protect the community from online shopping sites, especially some of the sites are unsafe and are not monitored by the security agency and also not licensed, so easy for them to sell counterfeit products. A lot of counterfeiters refuse to return the money to the shopper and grab their money and also send them counterfeit products and the discovery that the shopper cannot return the product and also should pay the shipping fees. Shoppers stopped in dealing with counterfeiters to encourage the continuation of their profession and fool people and awareness of shoppers is much more important to tighten sanctions on these sites, and is the spread of this phenomenon is very dangerous for the shopper and provide advice for shopper for each deceitful who defraud the shopper should punished.

• Research problem:

The research problem is deceptions shoppers to buy counterfeit products and   awareness of shopper when buying from the Internet and how the shopper returns their rights after deception by the traders.

- Do shopper can find out if a product is  counterfeit or genuine  before buying

- Do shopper knows the procedures when receiving a counterfeit product.

- How shopper knows  if this   website is  safe  to shopping  or not

• Objectives:

The main objective of this study is to increase the awareness of the shopper when buying from the net and not to deceive him

- Shopper knows that the product is counterfeit before buying it.

- If shopper receives the counterfeit product, he should start the procedures to recover his right.

- To give Shopper awareness that this website is  safe  to shopping or not

*Statistics Analysis and Hypothesis Testing

Analysis of Personal and Functional Characteristics .

We used several questions to find out the distribution of the study sample of 120 participants according to college, major and personal characteristics, such as gender , education . The following shows these properties.


Variable percentage

Gender Female 89%

Male 31%

Total 120%

This table shows the with the gender of the people , a 31% male and 89% female This indicates the number of women higher than men in this analysis.

QA2. Age

variable Percentage

age 19-25 52%

25-35 55%

more than 35 13%

total 120%

This table shows the people in the age group between 19-25 years has a 52%, the exceeding the age of 25-30  by 55%and only 13% for those in the age group of more than 35 years.

QA3.level of education

variable Percentage

level of education High School 30%

Academic 90%

Less than high school 0

total 120%

This table shows differences in the level of education of people who hold high school are30%, Academic 90%, and nobody has less than high school.


variable Percentage

Job Academic 45%

Employee 34%

Student 9%

Other 32%

total 120%

This table shows the job of people where 45% are academic, employees 34%, the students by 9% and other 32%.

QB1. The process of online shopping is safe.


fully agree 3%

partially agree 14%

Neutral 15%

partially Disagree 79%

fully disagree 9%

total 120%

The result shows there are 79% partially disagree and that mean people think the process of online shopping is not safe, while there are 3% fully agree that online shopping is safe.

QB2. All shopping sites should be used cautiously


fully agree 30%

partially agree 83%

Neutral 2%

partially Disagree 5%

fully disagree 0%

Total 120%

About this question concluded that the highest percentage is partially was the approval of the subject by 83% that all shopping online sites should be used cautiously and the lowest percentage they constitute also been neutral by 2%.

QB3.user\'s comment about products helps you to know whether the product is fake or not.


fully agree 20%

partially agree 84%

Neutral 8%

partially Disagree 8%

fully disagree 0%

total 120%

It was 84% higher, and the lowest rate is 8%, which partially disagree, and also for neutral.

QB4. Product Image encourage me to buy it


fully agree 14%

partially agree 80%

Neutral 15%

partially Disagree 11%

fully disagree 0%

total 120%

the highest rate is 80%, and got approval, and this mean that the  proportion agree that the product image encourage me to buy it  has impressed a lot, and  the  lowest percentage of 11% and got opposed

QB5. I trust the seller when he says that this product is original


fully agree 3%

partially agree 13%

Neutral 37%

partially Disagree 65%

fully disagree 2%

total 120%

In this question, the rise in the rate to 65% disagrees, may be because the buyer does not trust the seller, and the lowest rate is 2% fully disagree.

QB6.I raise an issue to the sellers about counterfeit of the product


fully agree 14%

partially agree 51%

Neutral 22%

partially Disagree 33%

fully disagree 0%

Total 120%

The rise rate is 51% and the lowest rate 14%.

QB7 .all consumer know their respective legal right when they are deceived by the seller online


fully agree 2%

partially agree 16%

Neutral 8%

partially Disagree 68%

fully disagree 26%

Total 120%

The rise rate is 68% for  partially disagree and the lowest rate is 2%for fully agree, that mean the There is a problem where many people do not know their legal right.

QB8.the consumer should be educated about the counterfeit products and sites .


fully agree 60%

partially agree 60%

Neutral 0%

partially Disagree 0%

fully disagree 0%

Total 120%

In this question all categories agree that the consumer should be educated,  

the percentage of strongly agree is 60% and 60% agree also

QB9.At times the consumer know that seller sells counterfeit products but continue to buy from them


fully agree 42%

partially agree 58%

Neutral 10%

partially Disagree 7%

fully disagree 3%

Total 120%

the rise rate is 58%  and the lowest rate 3%.

QB10.Counterfeit products have adverse Health effect on consumers


fully agree 68%

partially agree 52%

Neutral 0%

partially Disagree 0%

fully disagree 0%

Total 120%

About this question all categories agree that counterfeit products have adverse Health effect on consumers the percentage of strongly agree is 68% and 52% agree also.

QC1. Did you purchase counterfeit products?


No 32%

Yes 88%

total 120%

In this question many people have said yes they have purchased counterfeit product, the percentage of Yes is 88%.

QC2. Have you deceived and bought a counterfeit product?


No 90%

Yes 30%

total 120%

The highest rate is 90%, and the answer is no, and the lowest rate is yes by 30%.

QC3.did you know anyone who deceived and bought a counterfeit product?


No 60%

Yes 60%

total 120%

In this question, the answer rate \'Yes\' and the answer rate \'No\' it same.

QD1.What would you do if the seller deceived you and sell you a counterfeit product?

About this question, most of the responses were, demanding the return of their money and also raise a case on the seller. Many of the answers from people says did not know what to do if they were deceived and sold to them  a  counterfeit  product and there are also a few people who will tell others that this site sells a counterfeit product,  but some said that it is possible the seller does not know that he is selling counterfeit products.

1. Discovering Product Counterfeits in Online Shops: A Big Data

Integration Challenge

RAHM, E. (2014). \"Possible solutions for counterfeit discovery require approaches for identifying Web shops offering potential counterfeits for products of interest as well as site-specific approaches to finding and extracting all offers for these products. Furthermore, a set of counterfeit indicators needs to be found in order to score the counterfeit suspiciousness of product offers. These indicators likely depend on the product type (e.g., unusual size or quantities for drugs) but could also include general features (e.g., unusually low prices or negative customer feedback) on the product or the merchant. A combination of these indicators should help identify likely counterfeits that would need to be manually verified before further actions are taken (e.g., to remove an offer from a website or to buy the product to prove the fraud).\" [2].

The consumer can protect himself from counterfeit products by following severer approaches which will help him to discover the counterfeit product even if the product is displayed on shopping sites.


Dai, B., Forsythe, S., & Kwon, W. (2014). \"Shoppers feel greater product risk for buying apparel products online due to: (1) the inability to fully examine apparel products' attributes online, and (2) substantial variations in the characteristics of apparel

products  (e.g., sizing, color, style, fabric). \" [3].

Consumer  sometime is feeling unsafe of buying products online because he is unable to check or confirm the quality of the product, especially if the product has a high price.

3. Counterfeit Luxury Goods Online: An Investigation of Consumer Perceptions

\"The interviews conducted for this study have shown that price is one of the most important factors for consumers who purchase counterfeits online. The consumers show a tendency towards having purchased counterfeit luxury goods through traditional channels earlier and are now using the Internet as a complement. The internet is by these consumers used first and foremost as an information tool. Information coming not only from the counterfeiters' websites but also from the luxury brands' own websites. These are used by the consumers as ‘point of reference' and pictures and descriptions are compared.\" [4].

Many consumers know that some sites sell counterfeit products that have a name from famous brands and they still buy those counterfeit products because it\'s cheap and also they can boast that they have a product from a famous brand.

4. Counterfeit Products on the Internet: The Role of Seller-Level and Product-Level Information

\"At the seller level, the results of this study are consistent with the premises of signaling theory. Users looking for a product on the Internet require trust-inducing signals to be present on the Web sites. If sellers use masking strategies to mask their true identities, the lack of trust signals reduces trust in the seller and negatively influences users' purchase intentions. Thus, careful examination of Web site signals is helpful for buyers to detect sellers who mask their real identity. The results also show that product presentation affects users' trust in the seller. When product presentation is of low quality, users may see it as an additional signal of the seller's untruthfulness and incompetence. Based on this finding, it can be assumed that product information is not considered in isolation but is viewed as a supplementary signal of trust.\"[5].

When there is no trust between the seller and the consumer will adversely affect the parties, where it is possible when there is no trust  the consumer will not buy from the seller, and also When the seller displays the  image of product  and  is of low quality this will reduce the number of buyers because it is possible that the buyer thinks  this product is  fake.

5. Online shoppers in Australia: dealing with problems

\"Although there are several channels of redress in the current policy framework for e-consumer protection in Australia, the findings of this study demonstrate that the level of awareness of such channels is low. Most respondents were not aware of which organizations were involved in e-consumer protection, which government regulations and guidelines were applicable to consumer protection, the activities of industry associations (e.g. establishing codes of practice), self-regulatory approaches adopted by e-retailers and the activities of consumer associations to protect consumers in the online marketplace. If consumers do not know about internal and external dispute resolution services, they will not be able to seek fair and just redress. This raises doubts about the effectiveness of the dissemination of information about redress procedures and the mechanisms implemented by relevant governmental and nongovernmental organizations.\" [6].

The results of this study indicate that there are few people who know that there are specialized bodies to protect the consumer in shopping sites across the net and a small percentage of consumers know about the existence of consumer protection organizations they protect them from shopping sites.

6. Technology designed to combat fakes in the global supply chain

\"IoT, also known as the Internet of Objects, refers to the networked interconnection

of everyday objects. It has been considered a self-configuring wireless network of sensors with the aim of interconnecting all things in the global supply chain. In this sense, IoT is an applicable new technique for tracing and tracking goods in supply chains, as well as verifying product authenticity. Things like imitating product series numbers or phony packaging will no longer be problems as we will know products' genuine series numbers on the other side of the globe. Counterfeiting will hopefully become a problem of the past as manufacturers will have a better sense of where the

products they produced are.\"[7].

Evolution of technology has helped to reduce the trying to imitate the products such as imitating product series numbers or the brand logo, and it will become difficult for Deceptive traders from trying to imitate products with the development of technology.

• References

-Refereed journal

[2]RAHM, E. (2014). Discovering Product Counterfeits in Online Shops: A Big Data Integration Challenge. Retrieved from

[3]Dai, B., Forsythe, S., & Kwon, W. (2014). THE IMPACT OF ONLINE SHOPPING EXPERIENCE ON RISK PERCEPTIONS AND ONLINE PURCHASE INTENTIONS: DOES PRODUCT CATEGORY MATTER? Journal of Electronic Commerce Research,, 15(1), 15-16. Retrieved from

[4]Radón, A. (2012). Counterfeit Luxury Goods Online: An Investigation of Consumer Perceptions. International Journal of Marketing Studies, 4(2), 78. Retrieved from

[5]Mavlanova, T., & Benbunan-Fich, R. (2014). Counterfeit Products on the Internet: The Role of Seller-Level and Product- Level Information. International Journal of Electronic Commerce, 15, 95. Retrieved from

[6]Ha, H., & Coghill, K. (2008). Online shoppers in Australia: dealing with problems. International Journal of Consumer Studies ISSN 1470-6423, 13. Retrieved from

[7]Li, L. (2012). Technology designed to combat fakes in the global supply chain. Business Horizons, 56(2), 176. Retrieved from

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