the quantification of consumer attitudes and behaviors toward … · 2016-03-29 · the...

THE GALLUP ORGANIZATION 1Copyright © 2005 The Gallup Organization, Princeton, NJ. All rights reserved.

The Quantification of Consumer Attitudes and Behaviors Toward

Counterfeiting

WIPO/OECD Expert Meeting on Measurement and Statistical Issues

Geneva, October 17 and 18, 2005

Chris Stewart, Global Brand ManagerThe Gallup Organization

2THE GALLUP ORGANIZATIONCopyright © 2005 The Gallup Organization, Princeton, NJ. All rights reserved.

Copyright Standards

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This document is of great value to both your organization and The Gallup Organization. Accordingly, international and domestic laws and penalties guaranteeing patent, copyright, trademark, and trade secret protection protect the ideas, concepts, and recommendations related within this document.

No changes may be made to this document without the express written permission of The Gallup Organization.


Reality Check: Why Measure?

Without measurement the problem cannot be managedBaseline for tracking whether future efforts are impacting counterfeitingLobbying for greater enforcement and laws; financial commitments from public and private sectorConsumer and rights-holder education


Research Approaches

Non-measurable, feelings, views, attitudes, beliefs

Small sample

Non-representative sampleUnstructured questionnaire

Exploratory

Large sample

Representative sampleNumerical dataStructured questionnaire

Ability to provide statistically accurate, quantifiable data

QUALITATIVE QUANTITATIVE


Mode of Interviewing

Postal

InterceptMystery ShoppingWeb-based

IVR/In-bound Phone

Outbound Phone (CATI, Pencil and Paper)

Face-to Face (CAPI, Pencil and Paper)

Web-based (only for certain populations and industry sectors. Ideally panel or pre-recruit)

RecommendedNot Recommended


Art or Science?

More science than art in the design, administration, and analysis of surveysArt plays a role in the way a question is designed


Methodological Standards

Sample Design – Time frame and sampling errorNon-Response Error – Contact versus completion rateCoverage Error – Sample frame deficienciesMeasurement Error – Intersection of the questionnaire, interviewer, method of data collection


Sampling Methods

Probability Sampling: Every respondent in the population has an equalchance of selection. Statistical inferences to the population can be made.

• Random Sampling• Stratified Sampling• Cluster Sampling

Non-Probability Sampling: Depends in some part on the personal judgement or the researcher or interviewer. Any attempt to projectdata beyond the group interviewed is statistically invalid.

• Convenience Sampling• Judgemental Sampling• Quota Sampling


Current State of Attitudinal and Behavioral Surveys on Counterfeiting

Wide range of surveys conducted by academia, government, and the private sectorAttitudinal and behavioral data gathered

Diverse geographical and industry focusMajority of research that has been conducted is interesting, butnot projectable to larger populations of interest due to scientific shortcomings:

QualitativeNon-ProbabilityMethod and Sampling Bias


Areas of Inquiry

Perception of Magnitude or Awareness

Involved Parties

Reasons for Counterfeiting

Beneficiaries

Deterrents

Government and Business Support

Purchased (knowingly, not knowingly)

Frequency

VolumeValue

Factors for Purchase

Future Intent

Future Deterrents

Purchase Channels

Attitudinal, Awareness DataStated Intent, Motivational, Behavioral Data

+ Demographics


Attitudinal and Awareness Data


Government Commitment to Find and Prosecute Counterfeiting (E.U.)

0% 20% 40% 60% 80% 100%

Denmark

Netherlands

Belgium

Finland

Portugal

UK

Italy

Germany

France

Luxembourg

Sweden

Greece

Austria

Ireland

5 (Very committed)

4

3

2

1 (Not at all committed)

Don't know (spontaneous)

Refused (spontaneous)

How committed do you think the [:COUNTRY:] government is to find and prosecute counterfeiting?

Sample sizes: Austria (2,004), Belgium (2,014), Denmark (2,011), Finland (2,001), France (2,016), Germany (2,025), Greece (2,020), Ireland (2,003), Italy (2,023), Luxembourg (800), Netherlands (2,010), Portugal (2,011), Spain (2,037), and Sweden (2,012)


Government Commitment to Find and Prosecute Counterfeiting (Moscow)

Sample Size: n=941

Q: How committed do you think the Moscow government is to find and prosecute counterfeiting?

11% 27% 16% 21%24%

0% 20% 40% 60% 80% 100%

1 2 3 4 5Not Committed At All Very Committed


0% 20% 40% 60% 80% 100%

Greece

Luxembourg

Denmark

Italy

Belgium

Finland

France

Portugal

Ireland

Austria

UK

Sweden

Netherlands

Germany

Yes

No

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Video games


Video Games Perceptions (E.U.)


Q: To what extent do you believe the following are reasons for piracy and counterfeiting? Using a scale of one-to-five, where 5 means you think it definitely is a reason for piracy and counterfeiting and 1 means it is not a reason at all for piracy and counterfeiting, how would you rate the following as reasons for piracy and counterfeiting?

Reasons For Piracy And Counterfeiting (U.S.)

Sample Size: n=1,304

27.35

25.31

24.82

26.37

27.22

34.98

28.83

29.37

29.84

41.76

45.59

53.79

2.8

6.78

7.34

8.08

9.28

9.88

9.69

11.17

12.11

17.73

17.33

18.45

8.7

14.33

19.05

19.15

22.27

21.43

21.48

23.36

22.5

21.07

20.92

15.01

15.85

19

18.66

19.7

16.76

11.08

19.06

16.39

15

8.71

6.09

5.94

45.3

34.58

30.13

26.69

24.47

22.63

20.94

20.59

20.55

10.73

10.07

6.8

Easy Profit for Counterfeiters

Easy to Produce Fake Products

High Prices of Genuine Goods/Products

Little or No Risk for Producers and Sellers at Counterfeits

Weak Penalties Exist for Counterfeiting and Piracy

Sellers and Retailers Don’t Pay Tax on Counterfeiter

Lack of Law Enforcement Mechanisms

Weak Laws Existing Against Counterfeiting and Piracy

Low Household Incomes

The Government Doesn’t Care about Counterfeiting

Corruption at Law Enforcement Officials

Absence or Shortage of Genuine Products

1 2 3 4 5

Not a Reason at all for Piracy/Counterfeiting

Definitely is a Reason for Piracy/Counterfeiting


Q: Which groups or organizations do you believe benefit from piracy or counterfeiting?


Groups Or Organizations Benefiting From Piracy Or Counterfeiting (Open-Ended) (U.S.)

29.7%

28.0%

18.9%

17.9%

10.2%

7.7%

7.1%

5.7%

4.1%

3.1%

2.7%

2.5%

1.7%

1.2%

1.1%

1.0%

0% 10% 20% 30% 40%

Those Who Make/Create Products

Sellers/Those That Distribute Products

Don't Know

Those Who Buy/Purchase The Products

Organized Crime

Criminals/Crooks

None/No One

Importers/Exporters

Younger Kids/College Kids

Terrorist Organizations

Other

Poor Low Income People

Private Citizens

Government Officials

Music Industry

People With No Morals


Groups Involved In Producing Or Distributing Imitation Or Counterfeit Products (Aided) (U.S.)


Q: In your opinion, which of the following groups are involved with producing or distributing imitation or counterfeited products?

84.1% 83.4%

72.4%

48.0%

19.5%

0%

20%

40%

60%

80%

100%

Importers OrganizedCrime

Exporters TerroristOrganizations

GovernmentOfficials


Stated Intent, Motivational, Behavioral Data


Purchased, Copied, Or Downloaded Any Imitation Or Counterfeit Product In The Past Year (U.S.)

No 87%

Yes 13%

Q: Have you personally purchased, copied, or downloaded any imitation or counterfeit products in the past year in any of the following categories?

2.0%Computer Application Software (Word, Excel, Etc.)

Purchased*

1.8%Jewelry

1.6%Tools or Auto Parts

0.9%Tobacco

0.9%Alcoholic Beverages

3.2%Pharmaceuticals or Medicines

2.2%Video Games

1.4%Computer Operating Systems (Windows, Mac)

3.3%Movies (VHS, VCDs, DVDs)

5.1%Music CDs or Audiocassettes

1.2%Brand Name Watches

3.3%Brand Name Fashion Clothing

Sample Size: n=1,304*Half of those who purchased goods bought in more than one category


Aware Product Was Imitation Or Counterfeit(Aware In At Least One Category) (U.S.)

Not Aware47.4%

Aware 52.6%

49.4%Computer Application Software (Word, Excel, Etc.)

Aware*

53.4%Jewelry

39.5%Tools or Auto Parts

61.6%Tobacco

28.5%Alcoholic Beverages

46.8%Pharmaceuticals or Medicines

38.4%Video Games

58.9%Computer Operating Systems (Windows, Mac)

45.1%Movies (VHS, VCDs, DVDs)

51.1%Music CDs or Audiocassettes

39.2%Brand Name Watches

50.8%Brand Name Fashion Clothing

Sample Size: n=170*Caution: Small Sample Size

Q: Prior to purchasing, were you aware it was an imitation or counterfeit product?


Purchase Factors (U.S.)

Q: Which of the following were factors in your purchase of an imitation or counterfeit product?


77.65%72.94%

67.65%

27.06%

9.41%

0%

20%

40%

60%

80%

100%

Easily Available Buy SameQuality At

Better Price

GenuineProduct Price

Too High

Buy EarlierThan Licensed

ProductAppeared

Others

% Y

es*


Q: Would you have purchased the imitation you previously mentioned you bought if you knew the seller was (__)?

Purchase Deterrents (U.S.)(Asked Among Those Who Had Purchased Counterfeit Goods)

97.3

96.0

95.8

91.3

78.4

66.6

2.7

4.0

4.2

8.7

21.6

33.4

Sponsoring A Terrorist Organization

Funding A Terrorist Act

Funding Organized Crime

Using Earnings To Bribe Government Officials

Damaging Creator Or Owner Of Brand

Not Paying Sales Tax

Would Not Have Purchased Would Have Purchased



Limitations of a Survey Based Approach

Snapshot of Time and Seasonality FactorsEven with a Scientific Design and Administration Biases can Remain CostLength of Instrument (Respondent fatigue after 15 to 18 minutes begins to degrade data)Analytic Bias (Cross-Country Comparison)Difficult to Capture Data from Some Service or Industrial SectorsMeasurement Gap on Purchase Data for Those Unaware of Counterfeit Purchase


Improvement of Quality and Information

Standardized Metrics and Industry Classes with a Focus on ActionabilityProbability Designs so that Data can be ExtrapolatedFrequency, Volume, and Value Data GatheringA View Toward both Attitudinal and Behavioral dataFactoring for Substitutability in any ExtrapolationsThe China Problem Longitudinal EffortDetermination of Age Standards


The Substitutability Dilemma

Not all categories of counterfeit goods and services are perfectsubstitutions for legitimate offerings.

One potential solution is the use of Preference Structure Modeling techniques.

• Conjoint – Customers and potential customers evaluate a series of hypothetical and real products as defined by their features.

• Discrete Choice – Consumers are asked to view a series of competing products and select at least one.

By conducting industry level analysis and a short assessment of actual past behaviour, a factor can be derived that would indicate the ratio of substitutability for product categories. This weight could then be applied to behavioral volume and value data to derive a cost and severity estimate.


Extra Slides


Methodology

• 1,304 completed interviews among U.S. adults 18 years of age or older

• Computer assisted telephone interviewing

• Interviewing conducted January 10-January 20, 2005

• Based on a sample size of 1,304, the margin of error at a 95% confidence level is +/- 2.7%.


Counterfeiting And Piracy Laws


Q: Do you believe counterfeiting and piracy laws should be stricter, left as they are, or made less strict?

72.0%

32.7%

7.7%1.9%1.9%3.3%

22.8%

57.7%

0%

20%

40%

60%

80%

100%

Should BeStricter

Left As They Are Less Strict Don't Know

Not Purchased

Purchased


Familiar With The Term “Intellectual Property Rights”

No 60.3%

Yes 39.4%


Q: Are you familiar with the term Intellectual Property Rights?


Counterfeiting in Europe

Perceptions on Counterfeiting

2005


Methodology

Random digit dial telephone methodologyInterviewing conducted May – August 2005Average sample size is 2,000; Luxembourg sample size 800For results based on a sample size of 2,000, one can say with 95% confidence that the margin of sampling error is +/-2.2 percentage points; for a sample size of 800 the margin of error is +/-3.5 percentage points.

All questions were not asked in every country


0% 20% 40% 60% 80% 100%

Sweden

Luxembourg

Finland

Ireland

Denmark

UK

Netherlands

Austria

Belgium

Greece

France

Italy

Portugal

Germany

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Branded Fashion Clothing



0% 20% 40% 60% 80% 100%

Finland

Denmark

Ireland

Luxembourg

Sweden

Netherlands

UK

Italy

Greece

Portugal

Austria

Belgium

France

Germany

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Branded Watches



0% 20% 40% 60% 80% 100%

Luxembourg

Denmark

France

Austria

Belgium

Finland

UK

Ireland

Greece

Sweden

Portugal

Italy

Netherlands

Germany

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Music CDs/Audio Cassettes



0% 20% 40% 60% 80% 100%

Denmark

Luxembourg

Finland

Austria

Greece

France

Belgium

Ireland

UK

Sweden

Portugal

Italy

Netherlands

Germany

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? VHS/VCD/DVDs



0% 20% 40% 60% 80% 100%

Ireland

Luxembourg

Greece

UK

Denmark

Finland

Italy

Austria

Belgium

France

Portugal

Sweden

Netherlands

Germany

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Computer Operating Systems (Windows, Mac)



0% 20% 40% 60% 80% 100%

Ireland

Greece

Luxembourg

Finland

UK

Italy

France

Denmark

Belgium

Austria

Portugal

Netherlands

Germany

Sweden

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Computer Application Software (Word, Excel, Adobe, etc.)



0% 20% 40% 60% 80% 100%

Ireland

Luxembourg

Italy

Portugal

UK

Greece

Belgium

Finland

Netherlands

Sweden

France

Austria

Denmark

Germany

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Pharmaceuticals and Medicine



0% 20% 40% 60% 80% 100%

Italy

Luxembourg

Denmark

Ireland

Belgium

Netherlands

France

UK

Finland

Austria

Germany

Portugal

Greece

Sweden

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Alcoholic Beverages



0% 20% 40% 60% 80% 100%

Luxembourg

Denmark

Italy

Belgium

Finland

Portugal

Netherlands

Ireland

Greece

UK

Sweden

Austria

France

Germany

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Tobacco



0% 20% 40% 60% 80% 100%

UK

Luxembourg

Denmark

Netherlands

Finland

Italy

Ireland

Belgium

Portugal

Sweden

France

Austria

Greece

Germany

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Tools, Auto Parts



0% 20% 40% 60% 80% 100%

Denmark

Finland

Netherlands

Ireland

Portugal

Sweden

Italy

Luxembourg

UK

France

Greece

Belgium

Austria

Germany

YesNo

Don't Know

Refused

Does Not Apply

Do you think that imitations for the following goods are widely available in [:COUNTRY:]? Jewelry



Methodology

1,008 completed interviews with Moscow residents – 18 years of age and olderInterviewing conducted via Computer Assisted TelephoneMargin of error based on 1,008 interviews is +/-3%Interviewing conducted during February 2005


Groups Involved with Producing or Distributing Counterfeit Products (Moscow Residents)


Q: Are the following groups involved with producing or distributing counterfeited products?

88.2% 88.5%

76.1%

55.4%

0%

20%

40%

60%

80%

100%

Corrupt GovernmentOfficials

Organized Crime Importers &Exporters

TerroristOrganizations

the quantification of consumer attitudes and behaviors toward … · 2016-03-29 · the...

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