E-marketing mix Strategies and their Relationship to Changing Consumer Attitudes Towards Counterfeit Products for a Sample of Youth

The consumer is the heart of the marketing process; organizations must develop marketing mix strategies to change consumers' attitudes toward counterfeit products, especially those of young people and some social and economic variables (age, family size, marital status, educational level, occupation, and income). The tools included a youth data form, a questionnaire on electronic marketing mix strategies with four axes, and three parts questionnaire on changing consumers' attitudes toward counterfeit products. The study sample included 500 young people who were selected in a purposive squamous manner from different governorates (Gharbia, Menoufia, Kafr El-Sheikh, Mansoura, and Minya), and the descriptive analytical method was followed. Results showed a significant correlation between the strategies of the electronic marketing mix with its axes and the change in consumers' attitudes towards counterfeit products with its aspects in the study sample (P<0.01); there was no significant correlation between some variables of the economic and social level for the sample families (such as age and occupation). Moreover, in electronic marketing mix strategies and changing consumer attitudes toward counterfeit products, there were statistically significant differences between the male and female samples in the electronic marketing mix strategies, and there were no significant differences between the average scores of the male and female samples in the questionnaire on changing consumer attitudes towards counterfeit products. The researcher recommends programs to teach young people how to use electronic marketing, rationalize their consumption of counterfeit products, and not be extravagant when buying them.