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ABIGAIL BRANNON Counterfeiting: Consumer Motivations, Emotions, and Awareness of Consequences.

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Presentation on theme: "ABIGAIL BRANNON Counterfeiting: Consumer Motivations, Emotions, and Awareness of Consequences."— Presentation transcript:

1 ABIGAIL BRANNON Counterfeiting: Consumer Motivations, Emotions, and Awareness of Consequences

2 A COUNTERFEIT PRODUCT IS DEFINED AS AN IMITATION, USUALLY MADE WITH THE INTENT OF FRAUDULENTLY PASSING IT OFF AS GENUINE. THESE PRODUCTS ARE OFTEN PRODUCED WITH THE INTENT TO TAKE ADVANTAGE OF THE ESTABLISHED WORTH OF THE IMITATED PRODUCT. COUNTERFEIT PRODUCTS MAY CARRY EXACT LOGOS OR NAMES OF AN AUTHENTIC BRAND, BUT WAS NOT PRODUCED BY THE ORIGINAL BRAND. Counterfeit Products

3 Research Topic and Justification Understand the global phenomenon of counterfeiting Focus on those who purchase counterfeit textile products emotions, motivations, and awareness of consequences  type  brand  price  quantity Consequences affect emotions and motivations behind purchases Surveying will promote awareness of the illegality

4 Literature Review Innovation is undermined, criminal networks gain financially, the environment can be negatively affected, workers are worse off by not receiving pay or medical benefits, foreign direct investment may be lower The drivers associated with purchasing counterfeit products include:  not being able to afford genuine  genuine is over-priced  consumers simply do not know that the product was counterfeit

5 Literature Review Prioritizing Resources and Organization for Intellectual Property Act Class C felony, up to 12 years federal prison, fines up to $250,000 Seven For All Mankind won a $4.45 million settlement in 2006 against Josh Mohrer When a person purchases counterfeit products, they are more likely to commit dishonest acts in their everyday life  Ex: cheating on an exam

6 Research Methodology Online survey distributed through Facebook: kwiksurveys Advantage: quick method Disadvantage: were not able to obtain a representative sample 62 participants aging from 15-57, 82% were years old Gender  Females: 77%  Males: 23%

7 What is your work status? What is your monthly income? Results

8 Have you purchased a counterfeit product in your lifetime? What are the reasons you purchased a counterfeit product? Results

9 How many counterfeit products have you purchased in your lifetime? Product Profile Results Handbag Brands Chanel Louis Vuitton Hermes Coach Versace Dolce and Gabbana Prada Handbag Price Range $20-$66 Wallet Brands Chanel Prada Wallet Price Range $25-$30

10 Social Acceptance and Consciousness Social Image I feel my self-esteem is enhanced due to social acceptance of the product: 43% neither agree/disagree, 26% disagree I am afraid that my friends may find out that I am wearing a counterfeit: 30% neither agree/disagree, 30% disagree I feel guilty for a buying a counterfeit: 55% agree, 18% strongly agree Results: Emotions 61% I am concerned about my social image: 32% are strongly not concerned I am concerned of how I am viewed by others: 41% not concerned I consider myself fashion-conscious” 41% neither concerned nor not concerned Price is an important factor of my shopping decision: 36% very concerned Style is an important factor for my apparel purchase: 32% very concerned

11 Do believe it is moral to purchase counterfeit products? Do you think it is illegal to purchase counterfeit products? YesNo Depends on the price Takes away from the genuine brand If the genuine product is too expensive Takes away from the genuine product If sold on streets and no one stops them then nothing is immoral Takes away from those who work hard to make the genuine products Products should be affordable to everyone - Results: Moral vs. Legal

12 What are consequences you are aware of? What are some ways companies can prevent their products from being counterfeited? Consequences Confiscation of product Fines Jail Misdemeanor Hurts genuine brand Promotes illegal production of goods Decreased quality IP infringement Vendors shut down Prevention Patents Improve consumer awareness Visible trademarks Creating unique designs and product features Warn vendors of consequences Sure those who infringe Lower prices Make brands more available to public Results: Consequences and Prevention

13 NARROW SET OF DEMOGRAPHICS NOT EVERYONE USES THE INTERNET DID NOT ACHIEVE A REPRESENTATIVE SAMPLE FOCUSED ON AGES SURVEYED ONLY THOSE ON FACEBOOK NOT ALL PARTICIPANTS KNOW WHAT A COUNTERFEIT PRODUCT IS GATHERING MORE PARTICIPANTS WOULD BENEFIT OUR CONCLUSIONS Restrictions and Limitations

14 DO NOT PURCHASE COUNTERFEIT PRODUCTS BRANDS SHOULD TAKE THE LAW INTO THEIR OWN HANDS AND ESTABLISH STRICTER LAWS AND PENALTIES Ex: Hermes sued EBay for allowing counterfeit products to be sold illegally without penalty to the seller. Any items put up for sale on EBay which hold the Hermes name are now inspected for authenticity. Any products that do not pass are pulled. CONTINUATION OF SEIZING CAN REDUCE COUNTERFEIT ACTIVITY Ex: A cargo ship arriving in Miami held $7 million worth of counterfeit Louis Vuitton and Gucci leather goods. Recommendations

15 Works Cited "About Counterfeiting | International AntiCounterfeiting Coalition." Homepage | International AntiCounterfeiting Coalition. International Anti-Counterfeiting Coalition, n.d. Web. 10 Nov "Anti-Counterfeiting Trade Agreement | Electronic Frontier Foundation." Electronic Frontier Foundation | Defending Freedom in the Digital World. N.p., n.d. Web. 10 Nov Casabona, Liza. "Seven for All Mankind Wins Counterfeit Suit." Womens Wear Daily 7 Mar. 2006: 2. Print. "Counterfeiting: Laws, Penalties, and Sentencing | CriminalDefenseLawyer.com." Criminal Defense Lawyers - Find a Criminal Defense Attorney to Get Help and a Free Case Evaluation | CriminalDefenseLawyer.com. Experthub, n.d. Web. 10 Nov "Fake and counterfeit goods promote unethical behaviour | Not Exactly Rocket Science | Discover Magazine." Discover Blogs | Discover Magazine. Kalmbach Publishing, n.d. Web. 10 Nov Hardy, Jeffrey. “Research Report on consumer Attitudes and Perceptions on Counterfeiting and Piracy.” Business Action to Stop Counterfeitinf and Piracy. BASCAP, Nov Web. 2 Oct Kilaru, Naresh, and Mark Sommers. "Major Anti-Counterfeiting Legislation Passed in the U.S. House of Representatives | Articles | Finnegan." Finnegan. Finnegan, Henderson, Farabow, Garrett & Dunner, LLP, n.d. Web. 10 Nov Ong, Ryan. ”Tackling Intellectual Property Infringement in China.” China Business Review. U.S. China Business Council, Apr Web. 02 Oct. Unknown. “What Are the Economic and Social Consequences of Counterfeiting and Priacy?” WIPO – World Intellectual Property Organization. Web. 02 Oct http://www.wipo.int/enforcement/en/faq/counterfeiting/faq04.html Unknown. “The Economic Impact of Counterfeiting and Pirac.. OECD, Web. 27 Sept Wilcox, Keith, Hyeong Min Kim, and Sankar Sen. "Why Do Consumers Buy Counterfeit Luxury Brands?" American Advances in Consumer Research. Association for Consumer Research, Spring Web. 10 Nov http://www.acrwebsite.org/volumes/la/v2_pdf/laacr_vol2_36.pdf


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