Counterfeiting and Demographics: What Factors Influence the Buying Process of Portuguese Consumers?

Counterfeiting is a worldwide spread phenomenon with serious economic, social and political impacts on the society. This study examines the profile of consumers who admit to purchasing counterfeit products in Portugal. Specifically, it investigates whether demographic profile is able to impact the decision factors that drive consumers to purchase counterfeit products. The investigation reveals that a high proportion of consumers have been involved in some way in the purchase of counterfeit products, although consumers distinguish between counterfeit products that can be dangerous for its well-being (medicine) and vanity (clothes and shoes, perfume), and relatively risk-free (auto-parts, machinery) products. The study developed shows that the factors that influence the buying process of counterfeiting products in Portugal can be grouped into intangible (status, brand, design, exclusivity, fashion) and rational (price, perceived quality and personal satisfaction) factors. Finally, the findings suggest that only in one factor (price) and for age and education, the demographic characteristics seems to be important in the moment of buying counterfeit products.