IP Outreach Research > IP Crime
Reference
| Title: | Raport: Counterfeit and look-alike Products - Social Awareness |
| Author: | [Gdansk Institute for Market Economics] |
| Source: | ProMarka |
| Year: | 2007 |
Details
| Subject/Type: | Counterfeiting, Piracy |
| Focus: | Aircraft and Auto Parts, Apparel and Shoes, Beverages, Brands (deceptive counterfeits), Brands (non-deceptive counterfeits), Fashion Accessories, Film, Food Products, Medicines and Medical Devices, Music, Necessity Goods, Personal Care Products, Tobacco Products, Toys |
| Country/Territory: | Poland |
| Objective: | To establish the level of social awareness of the problem of counterfeit and look-alike products on the market, and to assess consumer opinions towards this phenomenon. |
| Sample: | Polish consumers |
| Methodology: | Survey |
Main Findings
Over half the respondents admitted to having bought counterfeit products, either intentionally (39%) or unintentionally (12.4%). 25% reported that they had not bought counterfeits. 47.9% were confident that they could distinguish between fakes and original goods. Nearly 40% claimed to be unable to make that distinction.
The preferred places to buy counterfeits were, in order of importance: marketplaces, followed by hypermarkets, the Internet, and original boutiques. Clothing and accessories (bought by 40% of those who admitted to buying counterfeits), cosmetics (18%), CDs/DVDs (15%), food/household products (9%), and car parts (6.1%) were the most commonly purchased pirated goods.
The top two reasons given for buying counterfeit goods were: “I cannot afford the original products”, and, “because they are cheaper and I cannot tell the difference”. Impressing others with brand-name products was not considered and important motivation for buying fakes.
When asked where they would think counterfeits are on sale, respondents indicated “at the marketplace” (92.5%), “in a hypermarket” (32.5%), “through the Internet” (28.2%), and “in an original boutique” (6.4%).
Almost 90% of consumers surveyed felt that selling counterfeit products was unethical (versus 8% thinking it was ethical); however, opinions were split about the necessity of punishing vendors (39% in favour versus 49% against). Respondents admitting to purchasing counterfeits were more likely to find acquiring pirated products acceptable.
The following factors would convince counterfeit buyers to switch to buying originals: “lower prices of the original products” (89%), “knowledge that counterfeits are harmful to me/my family” (45%), “knowledge that counterfeit quality is very low” (36%), “knowledge that counterfeits harm employment” (25%), and “knowledge that money spent on counterfeited products is used to finance organised crime” (20%).
Consumer attitudes towards look-alikes seem to be more lenient: 64% affirmed buying look-alike products, over 10% more than the number buying counterfeit goods. Reasons given for purchasing were related to price: “cannot afford the originals”, and “they are cheaper and I cannot tell the difference” were most often cited; again, “impressing others” was not an important factor.
When buying look-alikes consumers pay attention to their quality and to the differences with the original product. 82% found the sale of look-alike products unethical; however, as with counterfeits, opinions were split about the necessity of punishing vendors (30% in favour versus 52% against). 13% believed that selling look-alikes was ethical.
Policy measures recommended by the authors are: strong intellectual property law enforcement and social education programmes aiming at increasing the social awareness of the problems of counterfeiting brand name products.
[Date Added: Nov 20, 2008 ]