Whilst counterfeiting is regarded as one of the 'oldest crimes in
history', contextualised treatments of Middle East and North Africa
(MENA region) are rare despite growing interconnections with the global
economy. Accordingly, this paper explores consumer motivations to
purchase counterfeit products and identifies possible
counter-influences. Data from a survey of 400 respondents drawn from
Morocco was tested with logistic regression models to determine the
significant factors that trigger responsiveness and deterrence to
counterfeit products. The tests were based on three product categories:
clothing, cosmetics and mobile phones. Additionally, consumer
demographics and selected social triggers were evaluated to build a
profile of consumers typically likely to consider buying (or avoiding)
counterfeit goods. Results show that concerns related to health,
disappointment risk and integrity are the most significant
countervailing factors on behavioural intentions towards purchasing
counterfeits. On a socio-demographic level, it was found that low-income
consumers are more positively disposed to buying counterfeits. Gender
also seems to have an explanatory force. Women with higher educational
backgrounds are less likely than men to consider buying counterfeit
goods. For all the products evaluated, quality and price consistently
proved the most important factors driving the intention to buy
counterfeits. The implications are highlighted; combating counterfeiting
is not an exclusive preserve of any single entity (governments,
business or para-governmental agencies) but a shared responsibility.
There is a lot at stake for consumers, manufacturers and the industrial
nations if the menace is not effectively checked. [ABSTRACT FROM AUTHOR]