IP Outreach Research > IP Crime
Reference
| Title: | Combating Product Counterfeiting: An investigation into the likely effectiveness of a demand-orientated approach |
| Author: | Birgit Leisen [University of Wisconsin], Alexander Nill [University of Nevada] |
| Source: | American Marketing Association Conference Proceedings 12: 271-277 |
| Year: | 2001 |
Details
| Subject/Type: | Counterfeiting |
| Focus: | Brands (non-deceptive counterfeits), Fashion Accessories, Luxury Goods, Medicines and Medical Devices, Watches |
| Country/Territory: | United States of America |
| Objective: | To investigate the effects of perceived product-related attributes, perceived risks and awareness of societal consequences on the purchase intent of counterfeit goods. |
| Sample: | 144 MBA students at a university in the south-western United States |
| Methodology: | Self-administered questionnaire |
Main Findings
The factors determining the intent to purchase counterfeit goods vary with product category.
For Tylenol, a painkiller, the greater the consumer’s perceived financial risk (belief that the product is not worth the money) and performance risk (belief that the product may not function properly or reliably) are, the lower the purchase intent of the counterfeit is. Neither perceived consumer rating of the shopping environment, nor perceived product attributes rating (whether the product looks/performs like the original) were found to influence purchase intent for counterfeit Tylenol.
For Ray Ban sunglasses, the higher the consumer’s perceived shopping environment rating and perceived product attributes rating are, the higher the purchase intent of the counterfeit is. Perceived financial and performance risks were not found to influence purchase intent for counterfeit Ray Bans.
For Rolex watches, the higher the consumer’s perceived shopping environment rating, the higher the purchase intent of the counterfeit is. The greater the perceived financial and performance risks are, the lower the purchase intent of the Rolex counterfeits is. Perceived product attributes were not found to influence purchase intent for counterfeit Rolexes.
The consumer’s perceived social risk (consumer belief that she/he will face social ostracism or peer ridicule when buying the counterfeit product) and legal risk (consumer belief that she/he will face negative legal consequences as a result of purchasing the counterfeit product) were not found to influence purchase intent of any of the three counterfeit products examined.
Given the findings, the author highlights the fact that no generic anti-counterfeiting campaign would be successful and that an anti-counterfeit campaign therefore needs to be product specific. The producer of Tylenol might highlight the inadequate performance of the fake Tylenol and its potential harmfulness to the consumers’ health.
Anti-counterfeiting campaigns directed at Ray Ban consumers should focus on discrediting the shopping environment (by portraying it as appalling) and the product attributes (e.g., lack of UV protection). Campaigns against counterfeit Rolexes should also focus on discrediting the shopping environment, and on likely performance problems that together would clearly mark the purchase of the counterfeit as a waste of money. Playing up social or legal risks and societal consequences would not be effective for any of the three goods.
[Date Added: Dec 14, 2009 ]