Combating drug counterfeiting is a highly complex issue. While supply side of drugs counterfeiting received high attention in the literature, very little is known about the demand side especially in developing countries. In an attempt to contribute to this gap in the literature, this book demonstrates how a conceptual model can he developed to examine the demand side of counterfeit drugs phenomenon. Based on an accepted method of scale development in marketing research, a lengthy scale development process was undertaken to develop a consumer behaviour toward counterfeit drugs scale. Then the book suggests and validates a conceptual model that empirically investigates Sudanese consumers’ perspectives of their purchase intention of counterfeit drugs. Creation of this conceptual model aids a deeper understanding for the connections linking consumers’ perspectives about counterfeit drugs and their purchase intention by examining the association between attitude, subjective norm, motivation, and purchase intention in one single model. This book will add to existing literature on counterfeit drugs demand in developing countries theoretically, methodologically and managerially.