IP Outreach Research > IP Crime
Reference
| Title: | Non-price determinants of intention to purchase counterfeit goods |
| Author: | Chow-Hou Wee, Soo-Jiuan Tan and Kim-Hong Cheok [National University of Singapore] |
| Source: | International Marketing Review 12, no. 6: 19-46 |
| Year: | 1995 |
Details
| Subject/Type: | Counterfeiting |
| Focus: | Books, Brands (non-deceptive counterfeits), Fashion Accessories, Software, Watches |
| Country/Territory: | Singapore |
| Objective: | Conceptualisation of eight possible non-price determinants of consumers' behavioural intention towards the purchase of counterfeit products is offered. |
| Sample: | 265 college students from five different faculties and 251 working adults |
| Methodology: | Self-administered questionnaire of mostly scale-item questions |
Main Findings
Consumer intention to purchase pirated goods was dominated by concerns with appearance, image, purpose and perceived quality of the product. More educated consumers tend to purchase more pirated books and software, but fewer pirated leather products and watches.
For functional goods (books/software), the most important variable is whether the pirated goods are perceived as having a quality comparable to that of the originals, whereas for fashion items (leather products/watches) perceptions of appearance and image matter as much as quality. Rich consumers are less likely to purchase counterfeit fashion goods. Consumers were not aware of negative consequences associated with counterfeit goods.
Suggest differentiating original fashion goods from counterfeits by emphasising quality and providing more warranties, guarantees and after-sales service. Also highlight the importance of publishing lists of legitimate distributors and teaching consumers how to identify fakes; recommend conducting outreach campaigns valuing the "real" thing and explaining the dangers of counterfeit products with a view to reducing the price-based competitiveness of counterfeits.
[Date Added: Aug 12, 2008 ]