TY - CHAP
T1 - Exploring Piracy Purchase Intensions
T2 - New Meanings for Marketing in a New Millennium
AU - Prendergast, Gerard
AU - Phau, Ian
AU - Leung, Hing Chuen
N1 - Publisher Copyright:
© 2015, Academy of Marketing Science.
PY - 2014/11/10
Y1 - 2014/11/10
N2 - This research explores the demand determinants of consumers purchasing non deceptive pirated products, specifically, pirated video compact discs (VCD). Utilising a structured questionnaire and counter-biasing statements, results from face to face street intercept interviews showed that low spenders of pirated VCDs are mainly composed of people who are aged 19 to 24, blue collar occupation, relatively low monthly income, with secondary education. High spenders of pirated VCDs are in the age bracket of 25-34, white-collar jobs, monthly income HK$10,000-HK$19,999, with secondary education. Consumers identify pirated VCDs usually by lower price and buying location; however, price was not the sole determinant for purchase. Finally, they bought the pirated VCDs mainly for private and family entertainment. Based on these results, the paper makes recommendations for original brand manufacturers and policy makers for combating pirated products.
AB - This research explores the demand determinants of consumers purchasing non deceptive pirated products, specifically, pirated video compact discs (VCD). Utilising a structured questionnaire and counter-biasing statements, results from face to face street intercept interviews showed that low spenders of pirated VCDs are mainly composed of people who are aged 19 to 24, blue collar occupation, relatively low monthly income, with secondary education. High spenders of pirated VCDs are in the age bracket of 25-34, white-collar jobs, monthly income HK$10,000-HK$19,999, with secondary education. Consumers identify pirated VCDs usually by lower price and buying location; however, price was not the sole determinant for purchase. Finally, they bought the pirated VCDs mainly for private and family entertainment. Based on these results, the paper makes recommendations for original brand manufacturers and policy makers for combating pirated products.
UR - http://www.scopus.com/inward/record.url?scp=85125423347&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-11927-4_46
DO - 10.1007/978-3-319-11927-4_46
M3 - Chapter
AN - SCOPUS:85125423347
SN - 9783319119267
SN - 9783319365848
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 154
BT - New Meanings for Marketing in a New Millennium
A2 - Moore, Melissa
A2 - Moore , Robert S.
PB - Springer Cham
Y2 - 30 May 2001 through 2 June 2001
ER -