AN EMPIRICAL STUDY ON RESELLING OF COUNTERFEITS: MARKET ORIENTATIONS
2The emergence of 'economical spare parts' available at affordable prices has resulted in abundance of counterfeit products in the markets. As the extent of counterfeiting is increasing in almost every industry, it is becoming critical to develop measures that can help in preventing selling and buying of counterfeit products. In exploring resellers selling and consumers' buying behavior of counterfeit products, this study is designed to examine the influence of market orientation and consumer orientation, that generate the supply and demand for counterfeit brands. This study employeds five theoretical frameworks: (a) Market Orientation Scale, (b) The Theory of Planned behavior, (c) Value Attitude Behavioral intention system, (d) Bandwagon effect in the theory of consumer demand, and (e) Aberrant consumer behavior. Specifically, this study investigates industrial resellers and consumers' intentions to purchase counterfeit brands based on their market orientation (customer orientation, competitor orientation and inter functional coordination) and personal consumer orientation (ethical value, social responsibility, legal and price quality schema) and subjective norm towards the reselling and purchase of counterfeit brands. Further, this study aims to explore the role of price sensitivity as a moderator in understanding intentions to resell and purchase counterfeit and original B2B spare parts.