IP Outreach Research > IP Crime


Title: Quarta edição da pesquisa sobre o impacto da pirataria no setor de consumo
Author: [IBOPE]

Fórum Nacional Contra a Pirataria e a Ilegalidade

Year: 2008


Subject/Type: Counterfeiting, Piracy
Focus: Aircraft and Auto Parts, Apparel and Shoes, Brands (deceptive counterfeits), Brands (non-deceptive counterfeits), Fashion Accessories, Personal Care Products, Toys, Video Games, Watches
Country/Territory: Brazil
Objective: To measure the consumption of counterfeits and to evaluate attitudes towards them.
Sample: 1.715 Brazilians aged 16+ in São Paulo (602), Rio de Janeiro (602) and Belo Horizonte (511)
Methodology: Interviews

Main Findings

In 2008, 66% of Brazilian consumers have purchased pirated/counterfeited goods at least „infrequently” (compared to 77% in 2007). 33% report never buying counterfeits (compared to just 22% in 2007). 79% agree that counterfeiting hurts big brands that as a consequence invest less and generate less employment; 77% agree that buying fakes deprives the government of revenues it could spend for health, education or housing. 61% of consumers are confident that they can at least in the majority of times distinguish between the original and the pirated product.

69% of counterfeit buyers reportedly only buy counterfeit goods when their financial situation does not permit them to acquire the genuine alternatives. 74% worry most about quality when buying counterfeits. Buying fakes tends to be socially acceptable, albeit with limits: 36% of counterfeit good consumers report feeling bad when buying fakes because it is not right to do so; 13% feel ashamed and avoid telling anybody that they purchased fake products; 70% do not consider buying counterfeits as a form of protest against the rich and powerful; 59% do not take pride in letting other persons know about how much money they supposedly “saved” by opting for the counterfeit, rather than the original.

Counterfeit product consumers can be split in two groups: 76% occasional buyers aware of the fact that it is wrong to buy fakes (typically self-employed, high-school educated women, from 25 to 39 years old) and 24% convinced buyers that do not care about the rightfulness of buying fakes (typically employed, high-school educated men, from 25 to 39 years old).

While in 2007 opinions about whether counterfeiting generates employment for less-privileged social classes or destroys employment by hurting Brazil-based companies were split, in 2008 34% agreed with the former, and 43% with the latter affirmation.

The following situations and arguments would make consumers stop buying counterfeit products: negative consequences on oneself /one’s family (with 90% stopping counterfeit buying in this situation); no price difference with original products (88%); links of counterfeiters with drug trade (85%); links of counterfeiting with organised crime (72%); counterfeit proceeds used to bribe the government or politicians (62%); negative impact on genuine producers (43%); counterfeiters do not pay taxes (33%).

During the last 12 months, counterfeit buyers have acquired the following items: clothes (16%), toys (12%), sports shoes (10%), watches (8%), fashion accessories (8%), glasses (6%), pens (6%), video games (6%), personal care products (3%), and motorbike parts (0%).

[Date Added: Jan 20, 2009 ]