Understanding counterfeit consumption

Abstract

Purpose – The purpose of this paper is to create a framework for broadly understanding categories and motivations behind purchasing different counterfeit products. Design/methodology/approach – Focus groups provided qualitative data from 509 counterfeit purchases incidents by 95 informants. Findings – The most frequently mentioned motivation was the utility (35 percent) received from the good over the genuine article. The second, but negative, motivation was the perceived risk involved in the purchase (22 percent), whether it is physical or social risk. Social norms, confusion, and ethical concerns each represented about 10 percent of the motivations toward the purchase of counterfeit items. The least mentioned motivations to purchase, at less than 4 percent each, were culture, habit, and desire to explore. These factors were evident across a variety of 15 product categories, headed by electronics, such as DVDs and computer software. Practical implications – Through targeting negative motivations, such as perceived physical and social risks, businesses can devise strategies from a demand side perspective to overcome the problem of counterfeit consumption. Originality/value – Qualitative responses, over many product categories, provide a unique overview to the perception of counterfeit consumption. The finding that consumer ethics may depend on whether the activity benefits the society as a whole is worthy of additional discussion. The authors learn that when consumers thought their counterfeit consumption caused little or no harm, they do not see much ethical concern in their actions.

Devil continues to wear “counterfeit” Prada: a tale of two cities

“…On the same note, consumers are compelled to purchase luxury products, but are unwilling to pay the hefty price tag attached to it (Cordell et al, 1996). Hence, price has long been found to be one of the major motivators of counterfeit luxury brands (Bloch et al, 1993;Prendergast et al, 2002;Tang et al, 2014).…”

“…physical, psychological and financial). Other key persuasive messages to highlight to these consumers is the fact that there are higher risks associated with counterfeit products (Tang et al, 2014). Therefore, campaigns that highlight the risks, harm and side effects that come with purchasing and using counterfeits (e.g.…”

“…The addition of "materialism" and 'face consumption' constructs can be further investigated to test for their influences on Chinese consumers. Other variables such as guilt and shame can be used to better understand the consumer psyche when purchasing counterfeits of luxury brands (Kim and Johnson Kim, 2014;Tang et al, 2014).…”

The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana

“…(2009) identified that little is known-both in practice and theory-about the mechanism and structure of the illicit market, the tactics of counterfeit producers, consumer behaviour with respect to imitation products and the financial impact on individual companies. A related study, Tang, Tian and Zaichkowsky (2014) noted that consumers frequently select products on the basis of its usefulness over the genuine. Again, (de Matos, Ituassu & Rossi, 2007) found that consumer intentions to buy counterfeit products have been dependent on the attitudes they have toward counterfeits in relation to price-quality, personal gratification as well as integrity, and a similar study, Chaudhry et al (2009) identified seven major driving forces behind the worldwide growth of counterfeit goods.…”

“…A study by Perez, Castaño and Quintanilla (2010) shows that consumer counterfeit buying has been attributed to three inner benefit: (1) being efficient by optimising their resources; (2) having fun by experiencing adventure, enjoyment, and risk; and (3) fooling others expecting not to be caught. Tang et al (2014) shows that counterfeiting consumption relate mainly to electronics products, such as DVDs and computer software. Donaldson and Stephens (2010), indicates that palynology has the potential to constrain geographical source(s) of tobacco, particularly if regionally localised species can be recognised among the pollen.…”