afraid to look fake?

Download Afraid to look fake?

Post on 22-Jan-2015




0 download

Embed Size (px)




  • 1.


  • The 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


  • ACG focus groups participants claimed that
  • they recognise counterfeit fashion goods
  • not by the product quality but bywho is wearing it.
  • Social motivations (need of recognition, status seeking, personal gratification)
  • has been found to hinge onpurchase( Wilcox K., Hyeong M. K., and Sen S. ,2009)
  • Since counterfeit goods influence ones 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?


  • Convenient sample of middle-income female university students
  • aged 18-25 (according to ACG data).
  • We will focusspecifically oncounterfeit fashion bagssince:
    • They are products familiar to the sample chosen
    • They are non- functional goods


  • 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.


  • Sex : Female

Age EthnicityEducation Annual Income Int 1 24 British Postgraduate Less than 20,000 Int 2 25 Polish Postgraduate 30,000 cca Int 3 23 Turkish Postgraduate 16,000- 30,000 Int 4 22 Asian Undergraduate More than 30,000 Int 5 22 Helvetian Undergraduate 25,000 cca 7.

  • Attitudes towards
  • counterfeit luxury products
  • Purchase Motivations
  • Social Needs
  • Social Susceptibility
  • Social Influenceon
  • Purchase Decisions
  • (positive or negative?)
  • Set according to theLiterature &
  • Research Question


  • 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?


  • Critically Negative
  • The quality of the original ones does not differ that much anymore.
  • But its still afraud
  • Interviewee 2
  • I may sometimes think to get one because they are convenient.
  • But itsillegal
  • Interviewee 4
  • Negative
  • Theydamaged the industryand 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
  • Its a shocking and harsh phenomenon that people thinkthey need to buy fake products
  • Interviewee 5

10. 11. 12.

  • 4/5 Participants addressed others opinions as a personal barrier to the purchase intention.
  • However, it has been indicated that in certain social groups may be otherwise.
  • My friends and collegueswould think that I am a tastelesschav , I wouldnt
  • Interviewee 1
  • I would never buy a counterfeit luxury bag if I know
  • that someone can discover it. But I knowfor certain people it looks clever
  • Interviewee 2
  • I wouldnt want to buy a fake bag. If other would find out itd be shameful.
  • They would think that I cannot afford anything and all I have its fake
  • Interviewee 3
  • I wouldnt buy it. I dont wanna look like I need to seem richerthan I am.
  • Interviewee 4
  • If I could afford original ones I wont careabout others opinions and go also for the fake one
  • Interviewee 5


  • Generally negative attitudestowards 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 indicatedneed of recognition as the main social motivations of the purchase
  • 3/5 think thatnormative social influenceaffects the purchase intentions.
  • 4/5 participants think that thefear of others opinion /shame maybe a barrier to their purchase .
  • Difference in different social classeshave been mentioned


  • 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 SocialSusceptibility
    • Rockeach Need of Recognition

15. 16. 17. 18. 19.

  • 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


  • 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= -0,01x 1+ 0,51x 2+2,5
  • (not statistically significant)
  • Negative Correlation between annual income and Need of recognition -0,264 ( statistically significant )
  • In direct question- respondents indicated thatsocial recognition is more importantthan social influence for purchase intention


  • Our main limitation was to use aconvenient 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 thatsocial susceptibility is not necessarily a barrier