Do product category and consumers’ motivations profiles matter regarding counterfeiting?

Abstract

Purpose

The purpose of this study is to explore the impact of product category and consumers’ motivations profiles on the determinants of consumers’ preferences and purchase intentions of counterfeits and genuine products, through manipulation of product attributes and purchase situations.

Design/methodology/approach

The study relies on an experimental design involving a questionnaire on a convenience sample with two parts: a tradeoff model manipulating three attributes, product type (genuine vs. counterfeit), price (high vs. low) and place of purchase (regular shop, Internet and market) in two product categories, and a scale measuring motivations to purchase counterfeits. Ranking and purchase intentions are analyzed using conjoint analysis and generalized linear mixed model (GLMM).

Findings

Ranking reveals a dominant pattern of consumer behavior regarding counterfeiting: product type, price and place of purchase. Product category has a moderating effect on choice criteria: relative importance of place of purchase and price varies according product category. Consumers’ motivations profiles have also a moderating effect on consumer behavior. Some profiles are more receptive to copies. Consumers’ profiles exhibit different hierarchies of purchase criteria and may change them depending upon product category.

Originality/value

Results challenge literature on the dominant role of price among choice criteria. Price alone cannot determine a counterfeit purchase. It is the interaction of price, place of purchase or product type that explains such a behavior. Product category matters: Price and place of purchase importance cannot be considered without accounting for product category. Consumers’ motivations profile matters. Consumers are not homogeneous face to counterfeits.

Citation

Le Roux, A., Thébault, M. and Roy, Y. (2019), "Do product category and consumers’ motivations profiles matter regarding counterfeiting?", Journal of Product & Brand Management, Vol. 28 No. 6, pp. 758-770. https://doi.org/10.1108/JPBM-06-2018-1923