Consumers’ intentions to purchase Gray products

Abstract

Gray markets, which are defined by the selling of authentic goods through unauthorized channels, offer a complicated environment with major consequences for both customers and respectable companies. This study explores the complicated structure of consumer knowledge about gray markets, exposing the area of unauthorised means of distribution that is sometimes ignored. The present study tries to explore the factors towards purchasing gray market products in Kerala, with special reference to apparels, foot wears and cosmetics. This study uses descriptive data to explore the purchase intentions of consumers to purchase gray products. In the context of gray markets, insights into customer attitudes, preferences, and the variables driving their purchase decisions are examined. Primary data is then collected from various consumers in order to determine the purchase intentions towards these products. The findings of the study provide insights to manufacturers to focus more attention towards authorized sellers. This study necessitates the manufacturers devise strategies to mitigate the sales through gray markets.