Non‐price determinants of intention to purchase counterfeit goods

Abstract

IntroductionCounterfeiting -the production of copies that are identically packaged, including trade marks and labelling, copied so as to seem to a consumer the genuine article (Kay, 1990)[1] -is a serious problem besetting an increasing number of industries. It affects not only products whose brand name is synonymous with its quality or flavour, but also products which require a high level of research and development, and marketing (Nash, 1989). The manufacture and sale of counterfeit products is undermining company and brand reputations, hitting profits, devaluing research and development costs, and incurring legal fees (Nash, 1989). According to US estimates, the global loss from counterfeiting amounts to some $80 billion a year, but what is almost impossible to value is the damage inflicted on a company by the dilution of its brands (Kay, 1990). Cartier reportedly spends 25 million French francs a year trying to protect its trademark (Asia Magazine, 1991). Substandard counterfeit goods not only ruin goodwill and destroy credibility, they can also be hazardous to the innocent end-purchaser, especially with regard to pharmaceutical products (Nash, 1989).The seriousness of this counterfeiting problem has prompted some marketers either to take independent legal actions, or depend on anti-counterfeiting firms which employ international investigators to carry out surveillance and raids against counterfeiters (Ashuri, 1993). Many countries have also tightened their laws and regulations against counterfeiting. All six members of the Gulf Cooperation Council now have trademark laws on their books (Hanson, 1993). However, counterfeiting continues to flourish because multinational marketing has created high worldwide demand for well-known brands (Bush et al., 1989). In addition, technological advances enable counterfeiters to produce brand name products easily (Cottman, 1992). Inadequate penalties for commerce in counterfeits and weak enforcement of the respective laws and regulations have also been blamed for the growth in counterfeit trade. Better organization of counterfeit activities and the removal of trade barriers also make it likely that counterfeiting will continue to abound (Kay, 1990).

Pembajakan Produk: Dilema Budaya antara Barat dan Timur Kajian Literatur pada Sisi Permintaan

“…Wee et al (1996) menyebutkan bahwa konsumen terbesar didunia untuk produk palsu adalah konsumen yang "sadar" membeli produk palsu (non-deceptive consumers).…”

“…Disamping itu, para ahli juga menyadari bahwa pengaruh lingkungan juga sangat kuat, misalnya kebijakan publik yang tidak konsisten; ketidaksungguhan penegakan hukum dan aturan; ketidakpastian politik dan ekonomi yang transparan dan sebagainya (Lai & Zaickowsky 1999). Namun demikian, paling tidak penelitian pada sisi permintaan untuk pembajakan produk diarahkan dalam upaya untuk menjawab siapa yang membeli, mengapa membeli, bagaimana membelinya, kapan membelinya, dan dimana membelinya (Wee et al 1996).…”

“…The greatest part of purchasing activities is Non-deceptive counterfeiting Wee et al 1996 Main problem is Consumers' low ethical standards Chan et al 1998 The actual force behind the counterfeiting trade Consumers Cordell et al 1996;and Chan et al 1998 Sumber: Hidayat & Phau…”

Marketing Perspective: Product Counterfeiting Dilemma

“…This estimate does not include counterfeit products that are produced and sold locally. The latest 4 See: Wee, Tan & Cheok 1996;Ang, Cheng, Lim & Tambyah 2001;andKwong, Yau, Lee, Sin &Tse. 2003.…”

An Examination of Income Effect on Consumers’ Ethical Evaluation of Counterfeit Drugs Buying Behaviour: A Cross-Sectional Study in Qatar and Sudan

“…An example of an issue in this area excessively studied is the problem of counterfeiting from the consumer perspective (e.g., Cordell et al, 1996;Bloch et al, 1993;Wee et al, 1995) [2][3][4], specifically, the ethical attitudes of consumers which have been widely explored in the literature as a key factor influencing the purchase of counterfeit products [2,5]. However, much of the available reseach remains limited to luxurious products with very few (e.g., Leisn and Nill, 2001; Alfadl et al, 2013) [6,7], investigated perceptions of consumers toward counterfeit drugs purchase although consumer demand for counterfeit drugs is an important aspect of consumer behaviour.…”