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Title: Product Category and Origin Effects on Consumer Responses to Counterfeits: Comparing Mexico and the U.S.
Author: Sindy Chapa, Michael S Minor and Cecilia Maldonado [University of Texas-Pan American]

Journal of International Consumer Marketing  18, no. 4: 79-99

Year: 2006


Subject/Type: Counterfeiting
Focus: Apparel and Shoes, Brands (non-deceptive counterfeits), Consumer Electronics / Electronic Equipment, Luxury Goods, Necessity Goods
Country/Territory: Mexico, United States of America
Objective: To examine the effect of product category differences and country of origin on American and Mexican consumers' attitudes towards counterfeit goods.
Sample: 157 American and 155 Mexican adult consumers
Methodology: Survey

Main Findings

Consumer attitudes towards counterfeits were found to be more favourable for products used in public compared to those consumed in private, as evidenced by the product category ranking: (1) publicly consumed luxury goods (e.g. watches), (2) publicly consumed necessity products (e.g. tennis shoes), (3) privately consumed necessity products (e.g. detergents) and (4) privately consumed luxury goods (e.g. DVD players).

Even though China is the world's largest source of counterfeits, American counterfeits are more likely to be purchased than Chinese ones, which may be related to the perceived higher quality of American (counterfeit) products. Better-educated and high-income consumers were more concerned with product origin than less-educated and lower-income consumers. When a product was not made in the US, American consumers were more concerned with its country of origin than their Mexican counterparts.

No difference between American and Mexican attitudes toward counterfeits was found. In both countries, better-educated respondents tended to have a more negative attitude toward counterfeits than less-educated respondents.

[Date Added: Aug 12, 2008 ]