Title:
ASSESSMENT OF LEVEL OF FORMAL EDUCATION ON PERCEIVED BEHAVIOURAL CONTROL AND CONSUMERS' PURCHASE INTENTION OF COUNTERFEIT APPAREL PRODUCTS IN TANZANIA

Authors:
Sophia Mbura , Hawa Uiso and Saganga Kapaya ,Tanzania

Abstract:
This study aimed at assessing the moderating effect of level of formal education on the relationship between perceived behaviour control and purchase intention of counterfeit apparel products. The research used cross-sectional design during data collection and involved a sample of 315 households in Dar es Salaam, Tanzania. The formulated hypotheses were tested by Structural Equation Modeling (SEM) using IBM SPSS Amos 23version. The findings indicated that perceived behaviour control had a significant and positive effect on purchase intention of counterfeit apparel products. The study also revealed that level of formal education did not moderate the relationship between perceived behavioural control and purchase intention of counterfeit apparel products in Tanzania. The findings suggested that less and highly educated consumers similarly hold perceived behaviour control. This implied that there is no significant difference between consumers with high and less level of formal education group on the effect of perceived behavioural control on purchase intention of CAPs. The study concluded that perceived behavioural control is the primary determinant of purchase intention of CAPs. The conclusion is also be made on moderating effect of level of formal education whereby both consumers with less level of formal education and consumers with the high level of education possess a reasonable degree of belief control in performing their behaviour. Therefore, this study recommended to apparel products manufacturers, marketer players and policymakers to understand the consumers' perceived behaviour control as principal determinants of purchase intention of counterfeit apparel products when developing anti-counterfeiting strategies