The present empirical study was aimed to analyze consumer’s perception and purchasing behavior towards counterfeit products and to determine variations among people of different age groups, gender, income and their background. This study adopted survey method and collected primary data from 100 respondents from the State of Tamilnadu to understand their level of awareness on the illegal practice of brand counterfeiting. The statistical tools such as Independent T - Hypothesis test, one way analysis of variance (ANOVA) test, and Chi – squared test have been applied to draw feasible solutions to the research problem. The result of the study proves that non – deceptive counterfeiting is comparatively higher than deceptive counterfeiting nowadays. This study proposes various suggestions and strategies to the three primary stakeholders in combating the practice of brand counterfeiting: the Government, registered brand owners and consumers.
