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Additionally,
consumer demographics
and selected social triggers were evaluated to build a profile of consumers typically likely to consider
buying (or avoiding) counterfeit goods.
Results show that concerns related to health, disappointment risk and integrity are the most significant
countervailing factors on behavioural
intentions towards purchasing counterfeits. On a socio-demographic level, it was found that low-
income consumers are more positively disposed
to buying counterfeits. Gender also seems to have an explanatory force.Women with higher
educational backgrounds are less likely thanmen to
consider buying counterfeit goods. For all the products evaluated, quality and price consistently
proved the most important factors driving the
intention to buy counterfeits. The implications are highlighted; combating counterfeiting is not an
exclusive preserve of any single entity
INTRODUCTION
level, which is its brand image (Nill and Shultz, 1996; Green