IP Outreach Research > IP Crime


Title: The Quantification of Consumer Attitudes and Behaviors Toward Counterfeiting
Author: [The Gallup Organization]

Organisation for Economic Co-operation and Development

Year: 2005


Subject/Type: Counterfeiting, Piracy
Focus: Aircraft and Auto Parts, Apparel and Shoes, Beverages, Brands (deceptive counterfeits), Brands (non-deceptive counterfeits), Fashion Accessories, Film, Medicines and Medical Devices, Music, Software, Tobacco Products, Video Games, Watches
Country/Territory: Austria, Belgium, Denmark, Finland, France, Germany, Greece, International, Ireland, Italy, Luxembourg, Netherlands, Portugal, Spain, Sweden, United States of America
Objective: To examine consumer attitudes and behaviours towards piracy and counterfeiting.
Sample: 1.304 US adults aged 18+; 2.000+ residents in 13 EU countries, 800 residents in Luxembourg
Methodology: Telephone interviews

Main Findings

In the last 12 months, 13% of US consumers have purchased a counterfeit product (87% have not). The most often purchased counterfeits were: music CDs or audiocassettes, brand name fashion clothing, movies, and pharmaceuticals or medicines. Of those having bought a counterfeit good, reportedly just 52.6% were aware that the product was a fake. “Easy availability”, “buy same quality at better price” and “genuine product price too high” are the most important counterfeit purchase drivers. Knowledge of involvement of counterfeit sellers with terrorism, organised crime and bribery of government officials would deter most counterfeit buyers from acquiring fakes.

Respondents believe that the most important reasons for piracy/counterfeiting are: “easy profit for counterfeiters” (87%), “easy to produce fake products” (54%), “high prices of genuine goods/products” (49%), and “little or no risk for producers and sellers of counterfeits” (46%). When asked what groups or organisations benefit from piracy or counterfeiting, “those who make/create products” (29.7%), “sellers/those that distribute products” (28%), and “those who buy/purchase the products” (17.9%) are most often mentioned. Respondents think that “importers” (84.1%), “organised crime” (83.4%), “exporters” (72.4%), and “terrorist organisations” (48%) are involved with producing or distributing counterfeits.

Majorities of European survey respondents think that counterfeits of the following products are widely available in their country: branded fashion clothing, branded watches, music CDs or audiocassettes, video games, computer application software, jewellery, and movies. In most surveyed EU countries, counterfeit computer operating systems, pharmaceuticals and medicine, alcoholic beverages, tools and auto parts, and tobacco are not perceived as widely available.

Respondents in Ireland, Austria, Greece and Sweden are the most likely to perceive their government as committed to finding and prosecuting counterfeiting. Portuguese, Italian and Danish respondents are the least likely to find their government committed to finding and prosecuting piracy.

[Date Added: Jan 20, 2009 ]