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To download a movie or to buy fake branded clothes?: a study of consumers’ attitudes towards counterfeited and pirated products.
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Att ladda ner en film eller att köpa förfalskade märkeskläder? : en undersökning på konsumenters attityd gentemot förfalskade och piratkopierade produkter. (Swedish)
Abstract [en]

Purchasing counterfeited luxury products and downloading pirated items have becomemore common nowadays. Fashion and IT industries are affected negatively by consumers’supportive attitude towards piracy and counterfeits. Many luxury branded companies havetheir exclusive brand names stolen by counterfeits producers. Likewise producers ofcomputer software, music, and movies are affected by individuals who download/streamtheir items for free. Consumers’ attitudes towards counterfeiting and piracy are importantto examine as to understand their acceptance and rejection towards counterfeits and piracy.The purpose of this thesis is to examine consumers’ attitudes towards counterfeits andpiracy. What is accepted and rejected by consumers? To answer the research questions, aqualitative method is used. The data is collected through semi-structured interviews with12 consumers of both/either counterfeits and piracy. The study is performed in Skåne(Scania), Sweden, mainly in Malmö, Perstorp and Kristianstad.We implemented the Theory of Reasoned Action, Theory of Moral Reasoning, ConsumerTheory and different attitudes for analysing the empirical presentation. The result of thestudy showed that the interviewees had a more accepting attitude towards piracy while themajority of them had a rejecting attitude towards counterfeits. Due to the fact thatcomputer and IT have become a part of the everyday life for many individuals. However,the interviewees who buy counterfeits consume the items while they are on vacationabroad since the supply of counterfeits in the Swedish market is not very big. When itcame to piracy and counterfeited products, the age of the interviewees did matter to someextent. Also, price was one important element why consumers are interested in counterfeitsor download piracy.This study contributes to fill the gap in the lack of studies of consumers’ attitudes towardsboth piracy and counterfeits. The conclusions can be used as a guideline and tool forcompanies to be aware of consumers’ attitudes towards illicit products.

Keywords: Counterfeit products, Piracy, Consumer attitude, Physical products, Digitalproducts, Luxury brands, Genuine luxury brand, Illicit forged products

Place, publisher, year, edition, pages
2012. , 51 p.
Keyword [en]
Counterfeit products, Piracy, Consumer attitude, Physical products, Digital products, Luxury brands, Genuine luxury brand, Illicit forged products
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-9797OAI: oai:DiVA.org:hkr-9797DiVA: diva2:561714
Educational program
Degree of Bachelor of Science in Business and Economics
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-10-22 Created: 2012-10-21 Last updated: 2012-10-22Bibliographically approved

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To download a movie or to buy fake branded clohtes?(262 kB)1127 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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