Consumer Decision Making in a Counterfeit-Plentiful Market: an Exploratory Study in the Brazilian Context

This study investigates attributes, and their relative importance, that influence consumer’s decision to buy counterfeits. We applied the revised search model as a theoretical basis, and conjoint analysis to establish the utilities of the attributes. Results revealed that the intangible attribute “product appearance” represents the highest utility for the two groups: regular consumers of counterfeit and of original products. However, different levels of preferences were observed between groups for the less relevant attributes, suggesting avenues for future research in Latin America.

Citation:

Marcia Christina Ferreira, Delane Botelho, and Alda Almeida (2008) ,"Consumer Decision Making in a Counterfeit-Plentiful Market: an Exploratory Study in the Brazilian Context", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 109-115.