The Impact of Luxury Counterfeit Products on Consumers & Consumer’s Motives for Purchasing Fake Luxury
- Submitted by: esmeraldaceja
- Views: 316
- Category: Arts
- Date Submitted: 11/17/2014 03:49 PM
- Pages: 14
- Report this Essay
THE IMPACT OF LUXURY COUNTERFEIT PRODUCTS ON CONSUMERS & CONSUMER’S MOTIVES FOR PURCHASING FAKE LUXURY
Prepared by
October, 2014
TABLE OF CONTENTS
EXECUTIVE SUMMARY 1
INTRODUCTION 1
Background on Luxury counterfeit products 1
OBJECTIVES 2
Specific Research Objectives 2
METHOD 2
Data Collection Method 2
Questionnaire Design and Layout 2
Sample Design 3
Sample Size and Accuracy 3
survey findings 3-6
LIMITATIONS OF THE RESEARCH 6
SUMMARY AND CONCLUSIONS 7
EXECUTIVE SUMMARY
This report was a marketing research project conducted National University students to investigate their thoughts on the impact of counterfeit luxury products and consumers motives for purchasing counterfeit luxury products based on their personal experience. The method for this report consisted of 6 randomly selected National University students. Participants were required to fill out and submit a questionnaire via the internet.
Consumer’s motives to purchase counterfeits were associated with individuals need for social recognition. Although majority of survey respondents said they’re not likely to purchase luxury counterfeit items, a few admitted to have purchase counterfeit luxury in the past. Quality, price, brand popularity, and social status are all factors that influence individual’s decisions to purchase counterfeit luxury products. Of the mentioned influential factors, price and social status are the most significant. Based on past research, designer bags, sunglasses, clothes, and watches were the most purchased counterfeit items in the United States. Easy availably to counterfeit products in the United States increase consumer’s intention to purchase counterfeits, despite the fact that counterfeiting is an illegal act. Age, gender, and income were not influential factors for this study.
INTRODUCTION
This report contains findings based on a marketing research project conducted on National University students to investigate their personal...
Prepared by
October, 2014
TABLE OF CONTENTS
EXECUTIVE SUMMARY 1
INTRODUCTION 1
Background on Luxury counterfeit products 1
OBJECTIVES 2
Specific Research Objectives 2
METHOD 2
Data Collection Method 2
Questionnaire Design and Layout 2
Sample Design 3
Sample Size and Accuracy 3
survey findings 3-6
LIMITATIONS OF THE RESEARCH 6
SUMMARY AND CONCLUSIONS 7
EXECUTIVE SUMMARY
This report was a marketing research project conducted National University students to investigate their thoughts on the impact of counterfeit luxury products and consumers motives for purchasing counterfeit luxury products based on their personal experience. The method for this report consisted of 6 randomly selected National University students. Participants were required to fill out and submit a questionnaire via the internet.
Consumer’s motives to purchase counterfeits were associated with individuals need for social recognition. Although majority of survey respondents said they’re not likely to purchase luxury counterfeit items, a few admitted to have purchase counterfeit luxury in the past. Quality, price, brand popularity, and social status are all factors that influence individual’s decisions to purchase counterfeit luxury products. Of the mentioned influential factors, price and social status are the most significant. Based on past research, designer bags, sunglasses, clothes, and watches were the most purchased counterfeit items in the United States. Easy availably to counterfeit products in the United States increase consumer’s intention to purchase counterfeits, despite the fact that counterfeiting is an illegal act. Age, gender, and income were not influential factors for this study.
INTRODUCTION
This report contains findings based on a marketing research project conducted on National University students to investigate their personal...