With the advent of growing economy, needs of the customers have been satisfied by producing high quality and tailor made goods. Technological revolution has increased the production and distribution of goods to each nook and corner. Industrialization also has paved the way to many firms to produce at large scale for meeting the needs of the various sections of the society. In the race of industrialization, many fraudulent practices are going on under the veil. Counterfeiting is one of them.

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... has been considered to be the crime of the modern era. Counterfeiting means an imitation of something that is not legal in the eyes of the law. Counterfeiting means goods of inferior quality which copy another company's brand name without his authorization. It is the infringement of law by copying the trademark, copyright, logo or patent of other brand owner. This practice is not limited only to goods but has included money, books, journals, drugs, and even religion (counterfeit Christianity). This paper will put emphasis on the reasons of counterfeit purchase and the norms they follow while forming this behavior. Objectives 1. To find out the dominant factors affecting on the consumer while purchasing counterfeit goods. 2. To know the relationship of these factors with the purchase behavior. 3. Application of TPB model for knowing the factors creating inclination towards counterfeit.