Consumer perception concerning the trade of counterfeit clothing brands in Romania. A pilot study - Southern region and Bucharest

Abstract

Counterfeiting is one of the oldest phenomena that emerged with the market and people's desire to get rich. If an extended period counterfeiting has been regarded as not being a serious problem because the production supposed relatively small quantities and was realized in small and clandestine spaces, nowadays the extent of the phenomenon is worthy be taken into account. Currently, counterfeiting takes advantage of the latest achievements of science and ' technology, transforming itself into a multifaceted phenomenon. Lately, the producers of counterfeits have significantly expanded their area - from watches, textiles, clothing, electronics, mobile phones, cosmetics, medicinal products, to toys and food. Based on such elements and on the negative effects that counterfeiting has on companies, consumers and state, the authors of this article aim to highlight, by means of an empirical study (based on a survey), the main features of Romanian consumer behavior in the capital city and southern region of Romania, with the purpose of identifying a set of measures aiming at reducing this scourge. The findings of the conducted study unfortunately shows that, despite the negative effects of the counterfeiting, Romanians from the capital and from the south of the country deliberately purchase counterfeit products, for various reasons, which will be outlined in the sections of this paper.