Why do some customers buy counterfeit luxury goods exclusively when travelling? / Arthur GUILLEMOT / 2020

Titre : Why do some customers buy counterfeit luxury goods exclusively when travelling? Type de document : Mémoire Auteurs : Arthur GUILLEMOT, Auteur Année de publication : 2020 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; PRODUIT DE LUXE ; CONTREFACON Résumé : The counterfeit luxury goods industry is recognized as a harmful way of consuming both for companies and societies. The literature is quite abundant to try and explain the reasons that lead consumers to the willingness to buy counterfeited luxury products in a general matter. However, the observation of tourists purchasing counterfeited goods in foreign countries while being reluctant to buy counterfeit in their home country highlighted a literature gap in the explanation of this phenomenon. To answer the question “why do some consumers buy counterfeit luxury goods exclusively when travelling?”, a qualitative study was conducted with semi structured in-depth interview. 8 consumers of counterfeits exclusively abroad were interviewed, all living in France but from various origins. 6 main elements of answer were extracted from these interviews: the necessity, the opportunity (given abroad and not in the home country), the influence of the local culture, the emotion, the quality offered (compared to the home country) and the diminished legal risk perceived abroad. This research tries and help to understand the purchasing motives for this kind of consumer in order for companies to better tackle this consumption of tourists. Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529160