Marcas de luxo versus contrafação

: motivações de escolha

Abstract

The world market of luxury reaches annually $178 billion. At the same time, the counterfeiting of luxury goods accompanies this growth. The aim of this study is to understand the motivations of consumer choice in the purchase of luxury brands and counterfeiting. The research focuses its attention en understanding what drives the consumer to buy luxury brands, which features the luxury product should contain, what are the reasons behind the demand of counterfeit products. The methodology combines qualitative and quantitative methods of research, conducted through literature review and a questionnaire sent online, aimed at consumers of luxury brands and counterfeit. According to the results of this study, luxury brands are distinguished by their ability to provide products with a high aesthetic or design. Technical quality is certainly the criteria that consumers values more in addition to design. Durability, sophistication, uniqueness or prestige are the characteristics that set luxury from non luxury products. On the other hand, increasingly counterfeiting brands offer products copies are identical to the original, with an interesting design and a cost/benefit relation. Moreover, consumers consider that counterfeiting is not unethical, although they recognize that counterfeiting is a problem that must be handled.

Date of Award	14 Sept 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)