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December 2021 | Bulletin num.139 | Subscribe
NIPO: 088-17-040-8

The OEPM and Andema publish the first study that analyzes the psychological profile of the consumer of counterfeit products

The Spanish Patent and Trademark Office, O.A. (OEPM) and the Association for the Defense of the Brand (ANDEMA) have published a report prepared by the Official College of Psychology of Madrid (COPM), where the profile of the consumer of counterfeits is studied in order to know what they are the most appropriate messages, activities or campaigns to educate said consumer about the harm caused by buying counterfeit products.

The publication of this report was a point of the day of the meeting between representatives and members of the ANDEMA association and experts from the OEPM, held on November 23, at the headquarters of the OEPM. These annual meetings are intended to inform experts from the SPTO on issues raised by members of ANDEMA regarding administrative, legislative and procedural content.

The meeting was chaired by the Director of the SPTO and the Director General of ANDEMA.

“This is the first time that we have approached the phenomenon of counterfeiting from a scientific perspective to analyze consumer behavior. The purchase of counterfeits causes in Spain sales losses of 2.2 billion euros in four key sectors, according to data from the EUIPO, this year, and we wanted to carry out an in-depth study to check what moves the buyer of these products ”, highlighted the Director of the OEPM.

According to ANDEMA's General Director: “The consumer is the key in purchasing decisions, both for authentic products and for counterfeit products. We also face a consumer of counterfeits who acquires them comfortably from anonymity and the comfort of their home. We cannot ignore that, according to the EUIPO and the OECD, more than half of counterfeits are already sold through e-commerce. We have to know how to reach these consumers and convey the enormous damage that these products cause both to themselves and to society in general ”.

At the request of the OEPM and Andema, members of the COPM's Psychology and Marketing, Advertising and Consumption Working Group have prepared the study "Keys for the search for a responsible, ethical and conscientious consumer: contributions of psychology to the purchase of products counterfeit ”, where it analyzes the psychological profile of the consumer of counterfeit products and their motivations when making a purchase of said product that contributes to crimes against Industrial Property, along with other crimes associated with this activity, such as labor exploitation, tax crimes or money laundering.

The study reveals a consumer profile under 35 years of age, easily influenced by their environment and with a feeling of arrogance and self-centeredness when making a purchase of a counterfeit product, regardless of the consequences of their action and equating the counterfeit product with those of a private brand or second brand.

Therefore, the team that has prepared the study concludes that the objective of future awareness and sensitization campaigns aimed at consumers should be to address the emotional aspect, appealing to the fear that the buyer experiences of being discovered and making physical risks visible, economic and social implications of counterfeiting.

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