Role of Risk Perception and Brand Attachment in Counterfeit Cosmetic Consumption

Unveiling the intricate dynamics of consumer behavior, “Role of Risk Perception and Brand Attachment in Counterfeit Cosmetic Consumption” explores the factors shaping customer attitudes and satisfaction toward counterfeit cosmetic products. This comprehensive study delves deep into the motivations, perceptions, and external influences driving consumer choices in Himachal Pradesh. Through rigorous statistical methods such as factor extraction, multiple regression, and chi-square analysis, the research uncovers pivotal insights:     •    Internal factors like risk averseness, status consumption, and previous experience positively impact attitudes, while traits such as integrity, personal gratification, and novelty seeking negatively influence perceptions.     •    Key external factors, including price, brand attachment, product quality, perceived value, and service quality, significantly enhance customer satisfaction. The book also highlights the socio-economic variables—gender, age, education, and income—that shape satisfaction and drive purchasing behavior. Notably, it demonstrates how customer attitudes directly impact purchase intentions, revealing the subtle interplay between internal desires and external pressures. Perfect for marketing professionals, academicians, and policymakers, this book provides actionable insights into consumer psychology and counterfeit markets.