Evaluation of Alternatives to Purchase: Between the Original and Forgery

Abstract

This article discusses the evaluation of alternatives in buying original or counterfeited sunglasses. The goal is to understand how consumers evaluate the criteria related to the attributes. The methodology is exploratory and qualitative and was conducted with interviews and content analysis. The results show that all respondents agree that fake glasses are harmful to vision due to the lack of ultraviolet sunscreen. The decision rule identified is the compensatory simple additive; this implies that when the consumer evaluates attributes the positive and negative dimensions are considered by their quantity. While sunscreen is extremely important in the glasses it is numerically smaller in quantity from the attributes of a brand such as design and fashion and physical attribute of the lenses.