Consumer Perspectives on the Purchase of Counterfeit Goods
Chair: Professor James Reardon: Professor in Marketing, Monfort College of Business, University of Northern Colorado, USA
This session addresses consumer perspectives on the purchase and consumption of counterfeit goods. Two presentations will outline key theoretical approaches, results and recommendations from recent cross-cultural academic research in this area. Invited discussants will provide feedback on the presented research, its implications for their organisations and policy-making at both the national and international level.
COUNTER: Consumer Attitudes, Behaviours and Perceptions of the Purchase of Counterfeit Goods, Dr Elizabeth Meehan: CRU, School of Psychology, University of Central Lancashire, UK
The purchase and consumption of counterfeit goods continues to be of concern to the involved industries and policy-makers at the national, European and global level. Understanding consumer demand for these products, as well associated attitudes and behaviour, is an essential aspect of developing effective consumer education strategies. This presentation will outline qualitative and quantitative results from the first phase of the COUNTER consumer behaviour research on the purchase and consumption of counterfeit goods. It will also examine how consumer attitudes and behaviour in relation to this activity compare with filesharing, and conclude with a series of stakeholder recommendations.
The Demand for Counterfeit Products – Consumer Insights From Different Perspectives and Country Contexts, Dr Barbara Stöttinger: Associate Professor, Institute of International Marketing Management and Academic Director for the Professional MBA Marketing and Sales, WU, Vienna University for Economics and Business, Austria
Today, the sales of counterfeits is said to represent some 5-8% of total world trade and to be more profitable and less risky than drug-trafficking. Next to supply-side activities, curbing the demand is one way to confine the rampant trade with fake products. This requires in-depth knowledge on what drives the demand for fakes from a consumer perspective. The presentation elucidates the phenomenon from various angles using different research approaches from multi-country studies. After presenting and summarizing past research results, potential avenues for future research as well as managerial implications
Discussants:
- Professor O C Ferrell: Professor of Marketing and Creative Enterprise Scholar, Anderson Schools of Management, University of New Mexico, USA
- Roksolyana Gudzovata: Chief Expert, European Integration and International Cooperation Division, State Department of Intellectual Property, Ukraine
- To be confirmed
