Understanding consumer demand for nondeceptive pirated brands

Gerard P PRENDERGAST, Leung Hing Chuen, Ian Phau

Research output: Contribution to journalArticlepeer-review

100 Citations (Scopus)

Abstract

China's accession to the World Trade Organisation has raised concerns about pirated and counterfeit products not only in China, but also in Asia in general. This research explores the demand determinants of Hong Kong consumers purchasing nondeceptive pirated brands. Utilising a structured questionnaire and counterbiasing statements, results from facetoface street intercept interviews showed low spenders on nondeceptive pirated brands are mainly students or bluecollar workers between the ages of 19 and 24, with secondary education and earning a monthly income of HK$1,999 or below. High spenders on nondeceptive pirated brands are mainly whitecollar workers between the ages of 25 and 34, with tertiary education and earning a monthly income of HK$10,000 to HK$19,999. Consumers identify nondeceptive pirated brands by their low price and buying location. The findings also demonstrate that the criteria for choice of nondeceptive pirated brands differ by product category. Based on these results, this paper makes recommendations for original brand manufacturers and policy makers for combating nondeceptive pirated brands.

Original languageEnglish
Pages (from-to)405-416
Number of pages12
JournalMarketing Intelligence and Planning
Volume20
Issue number7
DOIs
Publication statusPublished - 1 Dec 2002

Scopus Subject Areas

  • Marketing

User-Defined Keywords

  • Brand awareness
  • Consumer behaviour
  • Copying
  • Counterfeiting

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