Investigating the Factors Affecting the Attitudes of Consumer Confiscated Sporting Goods

The purpose of this study was to investigate the effective factors on the attitude of consumers of fake sports goods. The present study was descriptive-correlational and was done as a fieldwork. The statistical population of this study was all students of physical education and sport sciences in University of Tehran (N = 900). The statistical sample containing 270 person was randomly selected using Krigets and Morgan tables and 260 questionnaires were analyzed and evaluated. The data gathering tool was Chadori et al. (2014), whose validity was confirmed by 12 sports professors and its coefficient was α = 0.82. The data were analyzed using descriptive statistics, Kolmogorov-Smirnov tests, correlation test and multivariate regression at the level of 0.05. The research findings showed that among the variables of attitude research, awareness of product value, social position, price, easy access and past experience, the price variable has the most impact on consumers on the attitude to buying counterfeit products. The research results showed that counterfeit products are a global phenomenon and a major marketing challenge. Illegal production of products whose specific features are protected and subjected to intellectual property are considered fraudulent. The counterfeit products are original copies of the main product with the same brand, labels and packaging of similar but low quality items used in its production.