Consumer demand for counterfeit goods

✍ Scribed by Gail Tom; Barbara Garibaldi; Yvette Zeng; Julie Pilcher

• Publisher: John Wiley and Sons
• Year: 1998
• Tongue: English
• Weight: 123 KB
• Volume: 15
• Category: Article
• ISSN: 0742-6046
• DOI: 10.1002/(sici)1520-6793(199808)15:5<405::aid-mar1>3.0.co;2-b

✦ Synopsis

Research on counterfeiting has focused on the supply side, with scant attention to consumer demand for counterfeit goods. Anticounterfeiting efforts would benefit from the identification of the segment(s) of consumer counterfeiting accomplices, consumers who knowingly purchase counterfeit products. This article reports on three studies, conducted at flea markets and malls, that attempted to identify consumer accomplices. Study 1 investigated prepurchase factors, Study 2 focused on factors active during purchasing, and Study 3 concentrated on postpurchase factors. The results suggest the existence of a typology of consumer accomplices, sly shoppers who purposely purchase counterfeit goods to demonstrate their consumer shrewdness and economically concerned shoppers whose intentional purchase of fake goods is driven by economic concerns. Implications for marketing practitioners are discussed.