Romanian Consumers’ Attitudes towards Counterfeits – An Empirical Study
Romanian Consumers’ Attitudes towards Counterfeits – An Empirical Study

Summary/Abstract: Even though the problem of counterfeits has spread all over the world, affecting every economy, the research on consumer attitudes and purchase behaviour of counterfeit products is sparse. Whether or not consumers knowingly purchase forgeries has been questioned many times. Certain consumers buy counterfeits, while others refuse to do that and purchase only the original. Our study intends to shed some light on the attitudes towards counterfeiting, to try to determine why consumers resort to counterfeits instead of originals and which of the following types of counterfeits (food, clothing, toys, cosmetics, electronics, mobile phones and computers) are the most interesting for the consumers. Also, a secondary goal was to try to find what consumers think about national brands. National brands lack respect and favourable attitude from respondents’ side, due to low quality perception. Also, they do not perceive local products’ consume as a support for local economy. Therefore they are not particularly interested in using them. For the purpose of this study the targeted population has been divided according to the locality of residence into five types: localities with small population, represented by rural areas, villages communes and very small towns; small and medium towns; medium- sized towns with a population between 100,000 and 150,000 inhabitants; medium to large towns with a population between 150,000 and 200,000 inhabitants and large cities - over 250,000 inhabitants

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