Consumers\u27 Awareness and Perceptions of Luxury Counterfeits

Counterfeiting is a global phenomenon. Because counterfeiting has drastically increased over the past several decades, it is easier for consumers to obtain counterfeited merchandise without any penalties. As the seriousness of the issue increases, companies and scholars suggest that consumer education and awareness may reduce the impact of counterfeit manufacturing. Recently, the luxury goods industry has become one market that is highly affected by counterfeiting, due to their popularity with consumers (Phau, Teah, & Lee 2009). Based on a thorough analysis of literature, many factors have been examined that influence consumers’ attitudes and purchasing intentions towards luxury counterfeits. Results show that luxury counterfeit products are purchased because of their low price and the specific characteristics that the genuine luxury brand portrays such as uniqueness and exclusivity. This pilot study presents the topic of luxury counterfeiting, consumers’ awareness and perceptions of counterfeiting, and attitudes and behaviors towards counterfeit products. A survey was conducted on a Mid-southern university campus to measure consumer awareness and perceptions on luxury counterfeits. Three primary factors were measured: awareness of luxury counterfeits, purchase intentions towards counterfeits, and the specific type of luxury counterfeit products owned. Results indicate strong support for the effectiveness of a consumer education seminar on knowledge, attitudes, and planned behavior towards consumption of counterfeit merchandise. No statistical significance between the three variables, participants’ sex, ethnicity, and annual income can be determined due to the low number of respondents. However, the descriptive statistics indicate that further study utilizing a larger population is warranted