Understanding consumer trust in local retail markets: Brand authenticity and counterfeit products in Pakistan

This study explores how consumers and retailers in Karachi, Pakistan, understand brand authenticity and build trust in local retail markets. Using a qualitative research design, the study examines perceptions of product authenticity, retailer credibility, counterfeit-related concerns, and trust-building practices through semi-structured interviews. The findings indicate that consumers assess authenticity through product appearance, packaging, pricing, seller reputation, and available verification information. However, these cues do not conclusively establish product genuineness. Uncertainty about authenticity may lead consumers to postpone purchases, seek additional information, or switch retailers. Retailer transparency, consistent communication, supporting documentation, and responsive complaint handling emerge as important factors in maintaining consumer confidence. The findings also reveal a gap between consumers’ expectations for credible proof and retailers’ reliance on inspection, supplier history, and transaction records. These practices may support verification but cannot always confirm authenticity. The study contributes to understanding how trust is negotiated when product genuineness remains uncertain in local retail transactions. It highlights the importance of transparent sourcing, credible verification practices, and responsible complaint management in strengthening consumer trust.