Objectives
- Through qualitative research, demonstrate key themes, tropes and discourses used by consumers in understanding, justifying or rejecting the consumption of counterfeit goods
- Explore how decisions to purchase (and not purchase) counterfeit goods are managed by users
- Examine differences in attitudes and behaviour according to location, demographics and product category
The primary research tool will be focus groups examining consumer perceptions of, and motivations for, the consumption of counterfeit goods and digital piracy.
Outcomes
- A report on how consumers regard the consumption of counterfeit goods (exploring how decisions are made concerning the purchase and download of counterfeit goods and the rationale for engaging with illegal activities)
Lead Partner: University of Central Lancashire (UCLAN)
For further details on this aspect of the research, please feel free to contact us.
