IP Outreach Research > IP Crime


Title: Consumer Attitudes and Behaviours: Counterfeits
Author: [Interactive Research Group], [The PBN Company]

The Coalition for Intellectual Property Rights (CIPR)

Year: 2003


Subject/Type: Counterfeiting, Piracy
Focus: Aircraft and Auto Parts, Apparel and Shoes, Beverages, Brands (deceptive counterfeits), Brands (non-deceptive counterfeits), Consumer Electronics / Electronic Equipment, Film, Food Products, Medicines and Medical Devices, Music, Necessity Goods, Personal Care Products, Tobacco Products
Country/Territory: Russian Federation
Objective: To find out about Russian consumers' attitudes and behaviour towards counterfeits.
Sample: 1.200 Moscow consumers
Methodology: In-home, face-to-face interviews

Main Findings

93% of respondents reported having encountered counterfeits within the past year, above all clothing/footwear/sportswear (50.5%), alcohol beverages (47%), food (46.4%), CD/DVD/audio-video cassettes (37.3%) and medicines (30.7%).

Overall, 73% reported having purchased counterfeit products (mostly in the open market or in traditional/small shops) during the past two years, with clothing/footwear/sportswear (18.9% of counterfeit buyers), food (17.8%), CD/DVD/audio-video cassettes (16.1%), and alcohol beverages (12.9%) being most popular. About three in four consumers (76%) indicated not having been aware of purchasing a counterfeit.

The top three reasons given for purchasing counterfeit goods were: “price for a genuine trademark product too high” (50.6%), “I wanted to buy the same quality at a better price as compared to genuine trademark product” (19.2%), “it was easily available” (18.4%).

While counterfeit medicines, food, alcohol beverages and soft drinks tended to be regarded as (absolutely) unacceptable by about 80% of consumers, clothing/footwear/sportswear and CD/DVD/audio-video cassettes counterfeits were deemed acceptable by almost one in two respondents.

When asked about reasons for the appearance of counterfeits, “low household incomes” (57.7%), “high prices of genuine goods” (40.8%), “easy profits for counterfeiters” (25.8%) and “weak laws/penalties” (24.3%) were most often mentioned.

Respondents approved of tougher penalties for counterfeit producers/distributors/sellers, but opposed penalties for consumers. Almost two thirds (61.6%) would call a special hotline to report counterfeits on sale.

[Date Added: Oct 22, 2008 ]