TY - JOUR
T1 - Profiling brand-piracy-prone consumers
T2 - An exploratory study in Hong Kong's clothing industry
AU - Phau, Ian
AU - PRENDERGAST, Gerard P
AU - Chuen, Leung Hing
N1 - Copyright:
Copyright 2012 Elsevier B.V., All rights reserved.
PY - 2001
Y1 - 2001
N2 - This research profiles consumers of pirated products, specifically pirated brands of clothing. Utilising a structured questionnaire and counter-biasing statements, results from face-to-face street-intercept interviews showed that low spenders on pirated brands of clothing are mainly people aged 19 to 24 with a blue-collar occupation, relatively low monthly income, secondary education level, and no children. High spenders on pirated brands are in the age bracket 25-34 with white-collar jobs, a monthly income of HK$10,000-HK$19,999, tertiary or university education, and children. Consumers identify pirated brands of clothing usually by lower price and buying location, but price was not the sole determinant for purchase. Finally, they bought the pirated brands mainly for private use. Based on these results, the paper makes recommendations to original brand manufacturers and policy makers for combating pirated products.
AB - This research profiles consumers of pirated products, specifically pirated brands of clothing. Utilising a structured questionnaire and counter-biasing statements, results from face-to-face street-intercept interviews showed that low spenders on pirated brands of clothing are mainly people aged 19 to 24 with a blue-collar occupation, relatively low monthly income, secondary education level, and no children. High spenders on pirated brands are in the age bracket 25-34 with white-collar jobs, a monthly income of HK$10,000-HK$19,999, tertiary or university education, and children. Consumers identify pirated brands of clothing usually by lower price and buying location, but price was not the sole determinant for purchase. Finally, they bought the pirated brands mainly for private use. Based on these results, the paper makes recommendations to original brand manufacturers and policy makers for combating pirated products.
KW - Asia
KW - Counterfeit products
KW - Piracy
KW - Pirated brands
UR - http://www.scopus.com/inward/record.url?scp=0035047717&partnerID=8YFLogxK
U2 - 10.1108/EUM0000000007278
DO - 10.1108/EUM0000000007278
M3 - Journal article
AN - SCOPUS:0035047717
SN - 1361-2026
VL - 5
SP - 45
EP - 55
JO - Journal of Fashion Marketing and Management
JF - Journal of Fashion Marketing and Management
IS - 1
ER -