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Abstract(s)
O mercado mundial do luxo atinge anualmente $178 mil milhões. Paralelamente, a
contrafação de produtos de luxo acompanha este crescimento. O objetivo deste
estudo é conhecer as motivações de escolha dos consumidores na compra de marcas
de luxo e contrafação. A pesquisa centra a sua atenção em conhecer o que move o
consumidor a comprar marcas de luxo, que características o produto de luxo deve
conter, quais as razões subjacentes à procura dos produtos de contrafação.
A metodologia utilizada combina os métodos qualitativo e quantitativo de investigação,
realizados através de revisão bibliográfica e de um inquérito por questionário enviado
online, destinado a consumidores de marcas de luxo e contrafação.
Conclui-se que as marcas de luxo se diferenciam pela sua capacidade de apresentar
produtos com uma elevada estética ou design. A qualidade técnica é seguramente o
critério que o consumidor mais valoriza além do design. A durabilidade, a sofisticação e
singularidade ou prestígio constituem para o consumidor aquilo que na sua essência
mais diferencia as marcas de luxo das restantes. Por outro lado, as marcas de
contrafação cada vez mais oferecem produtos idênticos aos originais com um design
interessante pensando na relação custo/beneficio. Acresce o facto de os consumidores
considerarem que a contrafação não se reveste de antiético, muito embora,
reconheçam que a contrafação é um problema que deve ser combatido.
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.
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.
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Keywords
Marcas de luxo Contrafação Comportamento do consumidor Luxury brands Counterfeit Consumer behavior