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Determinantes da compra de imitaçoes de produtos de luxo
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O fenómeno da contrafação é um tema crítico na indústria do luxo, as vendas de imitações de produtos de luxo estão a crescer e ainda existem várias lacunas na informação, nomeadamente sendo um tema pouco desenvolvido em Portugal.
Face à evolução das vendas de imitações de produtos de luxo e por ser um mercado crítico, este é um tema importante na sociedade de hoje, principalmente no que respeita às medidas para combater o comércio deste tipo de produtos.
Este estudo tem como principal objetivo a identificação dos determinantes de compra de imitações de produtos de luxo, explicando quais os fatores considerados pelo consumidores no ato da compra, nomeadamente o que os influencia. Para o atingir, foi feita uma revisão de literatura, com a definição de conceitos e hipóteses a estudar e em seguida, a definição da população-alvo e estudo das características dos consumidores através da análise dos resultados de um questionário distribuído online.
As imitações de produtos de luxo são compradas principalmente pelo seu valor económico (baixo preço) e pelo facto de terem como consequência um sentimento de felicidade e prazer. As imitações são uma alternativa ao produto original, pois permitem obter o mesmo prestígio, a um preço inferior e mais equilibrado.
A contrafação será sempre um problema do mercado de luxo, constituindo uma ameaça para as marcas originais, pois as imitações conferem benefícios aos consumidores, permitindo disfrutar do prestígio e da imagem da marca, não suportando o encargo económico de um produto original.
The phenomenon of counterfeiting is a critical issue in the luxury industry. Although the sales of counterfeits of luxury products are known to have grown in Portugal during the last years, only a few studies have addressed this topic. This study aims at identifying the main determinants for the purchase of luxury goods' counterfeits and to explain the main motivations faced by the consumers in their decision-making process. In order to achieve this purpose, it was performed a literature review and thus defined the main concepts and the hypotheses to be tested. Then, it was defined the target population for this study and gathered data from a sample of consumers by means of an online survey. The results revealed that counterfeits luxury products are purchased mainly because of their lower price compared with the original branded products and because they offer happiness and pleasure to their owners. The counterfeits luxury goods are considered as an alternative to the branded products, because consumers perceive them as offering the same prestige as the original, but at a lower price. Consumers of counterfeit luxury products feel a personal gratification and take the risks associated with the purchase. These counterfeits are perceived to have the same brand personality as the branded products and contribute to a positive self-esteem of their owners. Counterfeiting is likely to be a threat to luxury brands, as counterfeit luxury products provide benefits to consumers, like prestige and brand image, without paying a high price.
The phenomenon of counterfeiting is a critical issue in the luxury industry. Although the sales of counterfeits of luxury products are known to have grown in Portugal during the last years, only a few studies have addressed this topic. This study aims at identifying the main determinants for the purchase of luxury goods' counterfeits and to explain the main motivations faced by the consumers in their decision-making process. In order to achieve this purpose, it was performed a literature review and thus defined the main concepts and the hypotheses to be tested. Then, it was defined the target population for this study and gathered data from a sample of consumers by means of an online survey. The results revealed that counterfeits luxury products are purchased mainly because of their lower price compared with the original branded products and because they offer happiness and pleasure to their owners. The counterfeits luxury goods are considered as an alternative to the branded products, because consumers perceive them as offering the same prestige as the original, but at a lower price. Consumers of counterfeit luxury products feel a personal gratification and take the risks associated with the purchase. These counterfeits are perceived to have the same brand personality as the branded products and contribute to a positive self-esteem of their owners. Counterfeiting is likely to be a threat to luxury brands, as counterfeit luxury products provide benefits to consumers, like prestige and brand image, without paying a high price.
Descrição
Mestrado em Marketing
Palavras-chave
Imitações de produtos de luxo Produtos de luxo Comportamento do consumidor Marcas Preço Counterfeit luxury products Luxury products Consumer behavior Brands Price
Contexto Educativo
Citação
Coutinho, Ana Jorge da Silva (2014). "Determinantes da compra de imitaçoes de produtos de luxo". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão