IPO counterfeit goods research (Wave 3) - Part 4 - Segmentation
Published 3 February 2023
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Segmentation
A segmentation was conducted on the 29% of the total sample that had knowingly purchased a counterfeit product to identify distinct groups of consumers. The basis for this was data from the first phase of the research derived from variables including the frequency of how often they purchase counterfeits as well as categories their purchases were in.
Three segments were identified which exhibited differences in terms of their purchasing behaviours and demographics:
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light counterfeit purchasers (11% of total sample): Light counterfeit purchasers tend to be older (36% 55+). They are not as interested in trends around new products and tend to believe what is said about the harmful consequence of counterfeits. Light counterfeit purchasers were the least likely to report an increase in counterfeit purchasing since the start of the Covid-19 pandemic (8%). They were, however, also the most likely to have made their first counterfeit purchase since the start of the pandemic (18%).
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moderate counterfeit purchasers (11% of total sample): Moderate counterfeit purchasers are relatively evenly split across both gender and age groups. They have a spread of motivations as to why they purchase fake products, but their attitudes show that they are more likely to thoroughly research their purchases. Moderate counterfeit purchasers are more interested in trends around products than light purchasers.
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heavy counterfeit purchasers (7% of total sample): Heavy counterfeit purchasers are the youngest segment (majority under 35) and skew male. They are the most likely to be parents or guardians (66%). They claim to be at the forefront of trends around new products and buy counterfeit goods across a range of categories. Attitudinally, they have the least regard for their purchases being harmful. Half (49%) of heavy counterfeit purchasers reported an increase in the frequency of their purchases since the outbreak of Covid-19.
Light counterfeit purchasers
</strong>Profile</strong>
| Percentage % | |
|---|---|
| Of counterfeit purchasers | 38% |
| Of the total sample | 11% |
Gender
| Percentage % | |
|---|---|
| Female | 51% |
| Male | 49% |
Age
| Percentage % | |
|---|---|
| 18-24 | 13% |
| 25-34 | 18% |
| 35-44 | 18% |
| 45-54 | 16% |
| 55+ | 36% |
Purchasing behaviour
Change in frequency of counterfeit purchase since outbreak of COVID-19
| Percentage % | |
|---|---|
| Increased | 8% |
| Decreased | 19% |
| Remained the same | 18% |
| Hadn’t purchased them prior to COVID-19 | 56% |
Behaviour and consequences
| Percentage % | |
|---|---|
| Buying a “fake” or “replica” product it is usually a spontaneous decision | 53% |
| I don’t believe in what is said about the harmful consequences of “fake” or “replica” products | 19% |
| Before purchasing a “fake” or “replica” product I do research online | 42% |
Purchased counterfeit categories
| Percentage % | |
|---|---|
| 01 - Clothing, footwear and accessories | 18% |
| 02 - Sports | 9% |
| 03 - Beauty and hygiene | 5% |
| 04 - Electricals | 4% |
| 05 - Toys | 4% |
| 06 - Alcohol | 1% |
Consumer type
| Percentage % | |
|---|---|
| People often ask me about new products | 53% |
| I am usually among the first of my friends to try new products | 44% |
Moderate counterfeit purchasers
Profile
| Percentage % | |
|---|---|
| Of counterfeit purchasers | 37% |
| Of the total sample | 11% |
Gender
| Percentage % | |
|---|---|
| Female | 51% |
| Male | 48% |
Age
| Percentage % | |
|---|---|
| 18-24 | 18% |
| 25-34 | 26% |
| 35-44 | 20% |
| 45-54 | 13% |
| 55+ | 22% |
Purchasing behaviour
Change in frequency of counterfeit purchase since outbreak of COVID-19
| Percentage % | |
|---|---|
| Increased | 24% |
| Decreased | 15% |
| Remained the same | 55% |
| Hadn’t purchased them prior to COVID-19 | 7% |
Behaviour and consequences
| Percentage % | |
|---|---|
| Buying a “fake” or “replica” product it is usually a spontaneous decision | 60% |
| I don’t believe in what is said about the harmful consequences of “fake” or “replica” products | 32% |
| Before purchasing a “fake” or “replica” product I do research online | 51% |
Purchased counterfeit categories
| Percentage % | |
|---|---|
| 01 - Clothing, footwear and accessories | 52% |
| 02 - Sports | 39% |
| 03 - Electricals | 23% |
| 04 - Beauty and hygiene | 19% |
| 05 - Toys | 18% |
| 06 - Alcohol | 13% |
Consumer type
| Percentage % | |
|---|---|
| People often ask me about new products | 63% |
| I am usually among the first of my friends to try new products | 54% |
Heavy counterfeit purchasers
Profile
| Percentage % | |
|---|---|
| Of counterfeit purchasers | 24% |
| Of the total sample | 7% |
Gender
| Percentage % | |
|---|---|
| Female | 44% |
| Male | 56% |
Age
| Percentage % | |
|---|---|
| 18-24 | 24% |
| 25-34 | 40% |
| 35-44 | 17% |
| 45-54 | 11% |
| 55+ | 8% |
Purchasing behaviour
Change in frequency of counterfeit purchase since outbreak of COVID-19
| Percentage % | |
|---|---|
| Increased | 49% |
| Decreased | 11% |
| Remained the same | 3% |
| Hadn’t purchased them prior to COVID-19 | 38% |
Behaviour and consequences
| Behaviour and consequences | Percentage % |
|---|---|
| Buying a “fake” or “replica” product it is usually a spontaneous decision | 62% |
| I don’t believe in what is said about the harmful consequences of “fake” or “replica” products | 48% |
| Before purchasing a “fake” or “replica” product I do research online | 55% |
Purchased counterfeit categories
| Percentage % | |
|---|---|
| 01 - Clothing, footwear and accessories | 84% |
| 02 - Sports | 73% |
| 03 - Toys | 69% |
| 04 - Beauty and hygiene | 68% |
| 05 - Electricals | 64% |
| 06 - Alcohol | 63% |
Consumer type
| Percentage % | |
|---|---|
| People often ask me about new products | 73% |
| I am usually among the first of my friends to try new products | 71% |