Afraid to look fake?

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Transcript of Afraid to look fake?

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“The Fake Nation” ReportThe Fake Nation” Report

Methodology: Questionnaires (over 2,000 people) and 9 focus-groups

Counterfeit phenomena: 34% indicated that they had purchased counterfeit goods once 7% of those surveyed had never bought fake goods but thought they might in the future Counterfeit fashion goods:

Consumer Demographics 32% aged 16-20, 27% aged 21-30, 46% female

32% with household income < 15K Motivations and comments- Cost was the most frequently cited motivation- Low product quality of counterfeit fashion items was not generally perceived to be a common

problem.Commonly, people judge whether a fashion item is counterfeit

not by the product itself but by who is wearing it.

Source : Anti-Counterfeiting Group (ACG)The Intellectual Property Theft and Organised Crime (IPTOC), Dr Jo Bryce and Dr Jason Rutter

Source : Anti-Counterfeiting Group

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ACG focus group’s participants claimed that they recognise counterfeit fashion goods not by the product quality but by who is wearing it.

Social motivations (need of recognition, status seeking, personal gratification)

has been found to hinge on purchase ( Wilcox K., Hyeong M. K., and Sen S. ,2009)

Since counterfeit goods influence one’s image, normative social influence may be a barrier to purchase (Oneto S. and Sundie J. M. ,2006 ; Phau I., and Teah M., 2009)

We wanted to investigate whether purchase intentions of counterfeit luxury goods are driven more by social motivation or by social influence.

RQ : Are purchase intentions of counterfeit luxury products more driven by social needs or by social influence?

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Convenient sample of middle-income female university students aged 18-25 (according to ACG data).

We will focus specifically on counterfeit fashion bags since: They are products familiar to the sample chosen They are non- functional goods

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5 Interviews

Aims : To uncover the role of social needs and social

influence in relation to counterfeit luxury products.

To identify and understand the main components of each variable according to respondents.

To use responses to design the questionnaire

Using personal depht interviews we aimed to avoid the rise of socially acceptable responses.

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Sex : Female

Age Ethnicity

Education Annual Income

Int 1 24 British PostgraduateLess than £20,000

Int 2 25 Polish Postgraduate£30,000cca

Int 3 23 Turkish Postgraduate£16,000- £30,000

Int 4 22 Asian UndergraduateMore than £ 30,000

Int 5 22 Helvetian Undergraduate

£ 25,000 cca

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Attitudes towards counterfeit luxury products Purchase Motivations Social Needs Social Susceptibility Social Influence on Purchase Decisions

(positive or negative?)

Set according to the Literature &

Research Question

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• What do you think about the phenomenon of counterfeit luxury products?

• Do you know anyone who has ever bought a counterfeit luxury bag?

• What do you think may be the motivations behind these purchases?

• Do you think there is any kind of social need behind the purchase? For example?

• In your opinion, before purchasing a counterfeit luxury bag, people take into account what others ( friends, colleagues ect.) may think of it? 

• Do you think that owning , carrying or purchasing counterfeit luxury bags may affect the image other people have of you? How?

• Would this aspect  be a barrier to purchasing this kind of products?

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Critically NegativeCritically Negative

“The quality of the original ones does not differ that much anymore.But it’s still a fraud”

Interviewee 2

“I may sometimes think to get one because they are convenient. But it’s illegal”

Interviewee 4

NegativeNegative

“They damaged the industry and put at risk the work of many people” Interviewee 1

“It is shameful. Why you have to buy something you cannot afford? People would find you fake“

Interviewee 3

“It’s a shocking and harsh phenomenon that people think they need to buy fake products”

Interviewee 5

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4/5 Participants addressed others ‘opinions as a personal barrier to the purchase 4/5 Participants addressed others ‘opinions as a personal barrier to the purchase intention.intention.

However, it has been indicated that in certain social groups may be otherwise.However, it has been indicated that in certain social groups may be otherwise.

“My friends and collegues would think that I am a tasteless chav , I wouldn’t”Interviewee 1

“I would never buy a counterfeit luxury bag if I know that someone can discover it. But I know for certain people it looks clever”

Interviewee 2

“ I wouldn’t want to buy a fake bag. If other would find out it’d be shameful. They would think that I cannot afford anything and all I have it’s fake”

Interviewee 3

“I wouldn’t buy it . I don’t wanna look like I need to seem richer than I am.”Interviewee 4

“If I could afford original ones I won’t care about others opinions and go also for the fake one”

Interviewee 5

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• Generally negative attitudes towards counterfeit luxury products.

• Some critical opinions on the phenomenon though. • Half consider it negative for its legal aspects, half

immediately mentioned the social ones.

• Most of the interviewee indicated need of recognition as the main social motivations of the purchase

• 3/5 think that normative social influence affects the purchase intentions.

• 4/5 participants think that the fear of others’ opinion /shame may be a barrier to their purchase.

• Difference in different social classes have been mentioned

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50 Online Questionnaires› 47 Responses

Aims : • Quantitatively measure the

influence, as emerged in the questionnaires, of :

• Need of Recognition • Social Susceptibility

Examine which indicator influence the most purchase intentions of counterfeit luxury products

H1:Purchase intention of counterfeit product is positively correlated to social recognition need

H2:Purchase intention of counterfeit product is negatively correlated to social influence

H3: Need of social recognition drives purchase of counterfeit luxury products more than social influence

Adapted scales:

– Beardens Social Susceptibility

– Rockeach Need of Recognition

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1.Main: H1:Correlation of purchase intention and social recognition

needs- Spearman's rho H2:Correlation of purchase intention and social influence-

Spearman's rho H3:Linear Regression- influence of social recognition need and

social susceptibility on purchase intention

2. Additional: Correlation between annual income and social influence-

Spearman's rho Correlation between annual income and need of social

recognition- Spearman's rho

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Correlation of purchase intention and social recognition needs- -0,02 (not statistically significant)

Positive Correlation of purchase intention and social influence- 0,247 (statistically significant) H2 REJECTED!

Linear Regression: influence of need of recognition and social

influence on purchase intention- Y= -0,01x1 + 0,51x2 +2,5

(not statistically significant) Negative Correlation between annual income and Need of

recognition -0,264 (statistically significantstatistically significant) In direct question- respondents indicated that social

recognition is more important than social influence for purchase intention

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•Our main limitation was to use a convenient and very small sample•No statistical significance to support our main hypothesis. •We cannot state whether social recognition and social susceptibility drive purchase intentions and which one does more.•H2 was rejected: •Social Susceptibility is positively correlated to purchase intentions. •A possible explanation may be that social susceptibility is not necessarily a barrier. It may cause emulation. It can act as a sort of social pressure, either by reference or aspiration groups, as mentioned by interviewees. The purchase may be perceived as not bad by certain groups (eg. Students)•The ambiguity of this variable is reflected in the fact that quantitative and qualitative data here differ•Ambiguos role of Social susceptability in positively and negatively influence the purchase of counterfeit luxury product should be investigated more accurately (testing this specific aspect).•Need of recogniton has been indicated repetitevely as the main social motivations either in interviewees and questionnaire responses.•Need of recognition and income are negatively correlated as repetitevely mentioned in the interviewes.•Need of further analysis on larger sample to investigate the contradictions emerged and run a more representative analysis of the two variables. •Campaigns may stress the fake or negative recognition caused by the purchase of counterfeit products to disincentive purchases.

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References References

Schiffman L.G., Kanuk L.L., Hansen H. (2008) Consumer behaviour, a European outlook, Harlow : Pearson Education.

Bearden, W.O, Netemeyer R.G, Teel J. E. (1989) “Measurements of Consumer Susceptibility to Interpersonal Influence” Journal of Consumer Research, vol. 15 : 473- 481.

Reports by the Anti- Counterfeiting Group (ACG) are available at: http://www.a-cg.org/guest/index.php

Bryce, J. and Rutter, J. Fake Nation, The Intellectual Property Theft and Organised Crime (IPTOC)

Wilcox, K., Min Kim, H. and Sen, S. (2009)“Why do Consumers buy counterfeit luxury brands? Journal of Marketing Research, Vol. XLVI (April 2009), 247–259

Oneto, S. and Sundie, J. (2006) “Perceptions of Counterfeit Consumers” Advances in Consumer Research, Vol. 33, p 341

Phau, I. and Teah, M. (2009)“Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands” Journal of consumer marketing, Vol 26-1, pp 15-17