Imperial College London

An investigation in consumer attitudes regarding non-deceptive counterfeit brands in the United Kingdom

There has been extensive call for further research to analyse why consumers truly purchase counterfeits, especially in issues regarding customer�s attitudes and behaviours when purchasing these products (Xuemei et al: 2007; Bloch, P: 1993; Wee et al: 1995). Therefore this paper is aiding research into this area, trying to profile the consumers that are funding the demand for counterfeit products, analysing the underlying attitudes and behaviours. The focus of the study is within the United Kingdom, although UK is not perceived to be the main producer, it is however one of the main recipients in the world (Kay, H: 1990). In the past results may have been based on self reports, this may have influenced the respondents in questionnaires to produce more socially acceptable responses (Xuemei et al: 2007). To counter this, the projective technique of the third person was used in the questionnaire, hoping to gain a deeper insight into consumer views.
Counterfeiting is a serious phenomenon causing economic, social and political problems. Research suggesting that the majority owners of brand products do not believe the impact of counterfeits devalues the satisfaction and status of the genuine luxury brands, or negatively affecting consumers� purchase intentions of the original goods (Nia et al: 2000). Whilst other academics have concluded opposing views, drawing that counterfeits affect consumers confidence in legitimate brands, damaging brand equity and the brands reputation (Wilke, R: 1999). The extent of the problem reaches further, imposing a negative perception when consumer�s evaluate the genuine items (Grossman, G: 1988), companies suffering loss revenues (Grossman, G: 1988; Bush, R: 1989), imposing more costs for companies to prevent infringement, damaging jobs (Bamossy, G. et al: 1985), and seriously threatening consumer health and safety (Grossman, G: 1998; Chakraborty, G: 1996; Cordell, V: 1996; Tom, G: 1998). The subject has also caused great difficulty for global marketers for the majority product categories (Blatt, J.J: 1993; Sweeney, J. et al: 1994).