Counterfeiting is a major and an emergent problem globally, growing both in developed and developing countries. Counterfeiting is also a most important issue for companies, public institutions and consumers. The product of counterfeiting is not a new occurrence but the put into practice have a gigantic development in the last three decades and at the moment it is growing at a more rapidly than ever it before.It is affected almost all industries.eg.apparrals, food, cosmetics, electrical,

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... ic, softwares, etc.The pace of globalization and technological development enhance the growth of these illegal players to enter any market in the world with high technological sophistication. The consumers' involvement in the process is an important factor to enhance the growth especially in non deceptive counterfeiting. There are only limited studies are available on the role of hedonic behavior in the non deceptive counterfeiting and no studies are available among Indian consumers. This paper is one of the few studies to investigate the role of hedonic factor towards the attitude and purchase intention on counterfeited market product with trying to identify the demographic differences in the three behavioral variables. The questionnaire was designed based on established scales adopted from past studies and administered to buyers in the market. The reliability of the construct is tested by using the Cronbach alpha test and the structural model and hypothesis are tested by using Partial Least Squares (PLS). Anova and t test are used to understand the profile differences of the customers. The PLS results shows the significant and positive direct relationship between the purchase intention and hedonic behavior. There is a further scope for research on brand specific studies in order to get the mere behavior of the consumer's for the strategic decision making of the specific brand.