The prevalence of counterfeit goods is a major issue that, despite being combated in a number of ways, is growing globally, regionally, and particularly in Kenya. The Anti-Counterfeit Authority estimates that one out of every five products sold in the Kenyan market is a counterfeit. All of this, according to the Authority, is a serious threat to their health and security, as well as depriving a country of revenue, resulting in poverty. As a result, the first step toward combating counterfeiting is raising awareness of its existence, with all of its adverse repercussions.

The study revealed that the main reason why people purchase counterfeit goods is that they are cheap and readily available in the market. The study aims to determine the level of public awareness and to generate trends on counterfeiting in Kenya's Big Four Agenda sectors, as well as whether consumers are aware of the consequences. The Big Four Agenda is expected to drive the Third Medium Term Plan, which will accelerate Kenya Vision 2030 implementation. However, one of the roadblocks to its achievement is the counterfeiting scourge, which can only be tackled if the general public is properly educated. The Authority will be able to use the findings to battle and tame counterfeiting prevalence and perhaps build the most effective method of public awareness that will reach the majority of the country's population. The findings of the study will also assist the government in developing strategies to curb the problem and fight counterfeiting from the demand side

The study reveals among many other parameters that the level of public awareness among the Big Four agenda sectors in Kenya stood at 65.44 % in 2022. According to the consumers, majority of counterfeit goods they purchase are from the manufacturing sector. The study revealed that 73.15% of consumers are able to distinguish, on the average between a counterfeit and a genuine good. Online counterfeiting continues to grow as 20% of the respondents reported to have purchased a counterfeit good in the past 6 months.