IP Outreach Research > IP Crime
Reference
| Title: | Counterfeit Products: Can Consumers identify the Fakes? |
| Author: | J Robert Field and Blaise J Bergiel [Nicholls State University], Erich B Bergiel [University of West Georgia], Phillip W Balsmeier [Centenary College of Louisiana] |
| Source: | Competition Forum 6, no. 2: 280-286 |
| Year: | 2008 |
Details
| Subject/Type: | Counterfeiting |
| Focus: | Brands (deceptive counterfeits), Fashion Accessories, Watches |
| Country/Territory: | Canada |
| Objective: | To find out whether and to what extent consumers can tell the difference between genuine and counterfeit goods. |
| Sample: | 106 students from a small university in northern Ontario |
| Methodology: | Self-administered paper and pencil survey, experiment where students were presented a set of counterfeit and genuine products |
Main Findings
Two in three Canadian consumers have either consciously or inadvertently purchased counterfeit merchandise: 47.2% of respondents reported having knowingly bought a counterfeit product; and 18.9% had purchased a counterfeit believing it to be the genuine article. 64.2% would knowingly purchase a fake in the future.
Respondents were better able to differentiate between genuine and fake watches than between genuine and fake sunglasses. 88% managed to correctly differentiate the genuine watch from the two counterfeit versions. However, just 57.1% were able to correctly identify the genuine sunglasses from the two fake versions. Purchase intentions for counterfeit watches and sunglasses were higher than purchase intentions for genuine ones.
According to the authors, manufacturers affected by counterfeiting should consider a joint advertising campaign with the IACC or WTO. Rather than focusing on one specific brand or product, they should warn consumers to be on the lookout for fakes and tell them how to spot them. Furthermore, consumers should be made aware of the social (not a victimless crime; supports various criminal activities; hurts genuine manufacturers) and personal consequences (performance and financial losses to consumer; in extreme cases physical injury, even death) of purchasing counterfeits.
[Date Added: Dec 5, 2008 ]