A study on the brand by Shaunessa Nongrum,
Saumakshi Mahana and Kanav Kapoor.
Thomas Burberry, an English men's
outfitter, founded Burberry in 1856.
Opened first store in 1912,
at Basingstoke, Hampshire,
The Four P’s
1. Price 2. Place 3.Product 4. Promotion
stores in 48
Could open more
Well established brand
India’s biggest fashion
Field Visit to the
Burberry store at
• Counterfeit Products
• Decrease of customers due to the
• Swaying away from it’s
Research Problem The Rise of Counterfeit Products
have proved to cause
a nuisance to
Burberry as well..
Brands and Luxury
→ Research Objective: Consumer’s preference towards
counterfeits of luxury brands, especially Burberry in India.
Data Collection Tools:
• Secondary- Online
magazines and books.
Sample Frame: Consumers
preferring luxury products
Sample Unit: Consumers
Sample Size: 100
→Method of Sampling:
The method of sampling is Stratified Random Sampling
Consumers preferring luxury products in Delhi between age
group of 18 years to 50 years
Annova, Chi Square and Mean.
A majority of the respondents belong
to the 20-25 years age group.Most of the respondents are
female.A vast number of the
respondents were single.
All the respondents are able to distinguish a fake
product from a real one only sometimes.
→ The respondents of age groups 26-30 and 31-35 purchase fakes if the
country of the product origin is high because they feel that the
product is of good quality.
→ Male and female respondents as well as single and married ones buy
premium branded products because the prices are comparatively
lower than luxury brands.
→ All respondents are neutral when it comes to buying fake products
because they believe that they can get satisfaction from both fake and
Based on the findings, strong
legal actions can prevent the
counterfeit market from
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[Accessed 29 Jan. 2015]
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at: http://www.gucci.com/us/about/show [Accessed 5 Feb.
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[Accessed 29 Jan. 2015].
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