Luxury brand consumption and counterfeiting: A case study of the Portuguese market

Luxury brand consumption and counterfeiting: A case study of the Portuguese market

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This paper discusses the trade of copyright luxury brands, which has grown at an alarming rate and is becoming a pertinent topic.The objective of this study is to specify the factors that influence Car Stereo purchase intention of copyright products.A questionnaire was applied to a group of Portuguese consumers, wherein 43% male and 57% female, with an average age of 32.59 years (SD = 9.78).

The middle class registered the highest number of responses (86%), followed by the upper class (11%).Most respondents had higher education (76%).This group agreed to declare that they purchase copyright luxury products.Qualtrics software was used to validate one hundred responses.Data analysis was performed using SPSS.

The results show that the three most popular copyright products are bags, clothes, and watches; the three brands that are most easily for sale are Louis Vuitton, Ray-Ban, and Nike; the main motivation associated with copyright goods is lower price (44%).The main sources are street vendors and online shopping.The intention to re-purchase a copyright product obtained low median results.The most desired copyright products are bags and clothes that are sold by street vendors (28%) or in the Internet (26%).The main factors that lead to the acquisition of copyright products are lower prices (44%) and product design (11%).

130 consumers declared the highest price satisfaction than a personal satisfaction from the purchase of retail-packaged copyright products.Portuguese consumers are also aware of ethical issues and agree with the enforcement of severe measures.