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

Marcia Christina Ferreira, EBAPE-FGV Brazil
Delane Botelho, EBAPE-FGV Brazil
Alda Almeida, FEA-USP, Brazil
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.
[ to cite ]:
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.