Contents Executive Summary IV CHAPTER 1 1 Introduction 1 Counterfeiting in Asia 1 Counterfeiting in Pakistan 2 Scope of Work 3 Objective 4 CHAPTER 2 5 Literature Review 5 Price 16 Value Consciousness 16 Brand Awareness 17 Social Influence 18 Gap Analysis 19 Theoretical Framework (Figure 1) 20 Hypothesis 21 CHAPTER 3 22 Methodology 22 Chapter 4 23 Findings and Analysis 23 Research Results 23 CHAPTER 5 30 Discussion and Implication 30 Managerial