MOTIVATIONS AND OBSTACLES FOR BUYING PRODUCTS ON ILLICIT MARKETS
Author: Kayou Tayou Clémence
ABSTRACT
The aim of this article is to determine the motivations and disincentives for purchasing products on illicit markets. This work focuses on the drugs market. The theoretical determinants of the purchase of medicines on the illicit market highlight the obstacles and motivations. Based on a questionnaire survey of households in the northern zone of Cameroon, it emerges that 87% of households have already bought medicines on illicit markets. The reason for this is the high cost of medicines in legal dispensaries compared with those on the street, but it is mainly due to convenience and socio-cultural reasons. Anti-counterfeiting organisations need to take more action on socio-cultural factors to limit the spread of this phenomenon.
Keywords: illicit market, counterfeiting, obstacles, motivation,
REFERENCES
- Ang S. W., Cheng P. S., Lim E. A. C., Tambyah S. K., (2001) “Spot the difference: consumer responses toward counterfeits”, Journal of Consumer Marketing, 18 (3) 218-235.
- Baker, T., Hunt, J.B., Scribner, (2002), The effect of introducing a new brand on consumer perceptions of current brand similarity: the roles of product knowledge & involvement. Journal of Marketing Theory & Practice 10, 45-57.
- Bettman, J.A., Park, C.W., (1980), Effects of prior knowledge & experience & phase of the choice process on consumer decision making processes: a protocol analysis. Journal of Consumer Research 7, 234-48.
- Bian X and Moutinho L., (2011), The role of brand image,product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing 45(1/2): 191-216.
- Bian, X., Moutinho, L., ( 2009), An investigation of determinants of counterfeit purchase consideration. Journal of Business Research 62, 368-378.
- Bloch P. H., Bush R. F., Campbell L. (1993), Consumer Accomplices in product counterfeiting, Journal of Consumer Marketing, 10 (4) 27-36.
- Brooker, G., ( 1984), An assessment of an expanded measure of perceived risk. Advances in Consumer Research 11, 439-441.Carricano et al. 2010
- Cordell V. V., Wontgdata N., Kieschnick R. L. (1996), Counterfeit purchase intentions: role of lawfulness attitudes and product traits determinants, Journal of Business Research, 35 (41) 41-53.
- Dholakia, U.M., (1997), An investigation ofthe relationship between perceived risk & product involvement. Advances in Consumer Research 24, 159-167.
- Dowling G. R., Staelin R. (1994): A model of perceived risk and intended risk-handling activities, Journal of Consumer Research, 21 (1) 119-134.
- Grossman G. M., Shapiro C. (1988b): Counterfeit-product trade, The American Economic Review, March, 59-75.
- Grossman G. M., Shapiro C. (1988a): Foreign country of status goods, Quarterly Journal of Economics, February, 79-100.
- Hung, C.L., (2003). The Business of Product Counterfeiting in China & the Post-WTO Membership Environment. Asia Pacific Business Review 10, 58-77
- Jacoby J. and Kaplan L. B. (1972), The components of perceived risk, in Venkatesan, M (ed.) Advances in Consumer Research, Chicago ( ) 382-393.
- Kapferer J. N. & Laurent G., (1983), “Comment mesurer le degré d’implication des consommateurs? Paris- IREP, July 1983.
- Kempf, D.S., Smith, R.E., (1998), Consumer processing of product trial & the influence of prior advertising: a structural modelling approach. Marketing Review 35, 325-38.
- Laroche, M., Bergeron, J., Goutaland, C.,( 2003), How intangibility affects perceived risk: the moderating role of knowledge & involvement. Journal of Sevices Marketing 17, 122 40.
- Mc Donald, G.M., Roberts, C., ( 1994),Product piracy: the problem will not go away. Journal of Product & Brand Management 3, 55-65.
- Mellot, D.W., ( 1983), Fundamentals of Consumer Behavior, Tulsa : Penn Well Publishing Company, p.828. ed
- Mitchell, V.W., Boustani, P.,( 1993), Market development using new products & new customers: a role for perceived risk. European Journal of Marketing 27, 17-32.Mitchell, 1999
- Penz, E., Stöttinger, B.,( 2005), Forget the real thing-take the copy! An explanatory model for the volitional purchase of counterfeit products. Advances in Consumer Research 32, 568-575.
- Phau, I., Teah, M., Lee, A., (2009), Targeting buyers of counterfeits of luxury brands: A study on attitudes of Singaporean consumers. Journal of Targeting, Measurement & Analysis for Marketing 17, 3-15.
- Roselieus T.(1971), Consumer ranking perceived risk: conceptualisation and models, European Journal of Marketing, 35 (1) 56-61.
- Shipman, A., (2004), Lauding the leisure class: symbolic content & conspicuous consumption. Review of social Economy 62, 277-89.
- Solomon S. L., O’Brien J. A. (1991), The effect of demographic factors on attitudes toward software piracy, in Dejoie, R. Fowler, G. And Paradice D. (Eds), Ethical issues on information Systems, Boyd & Fraser, Bosto.
- Sridhar, G., (2007), Countering Counterfeits. International Marketing Conference on Marketing & Society.
- Steenhaut, S.,Van Kenhove, P., (2006), An empirical investigation of the relationships among a consumer’s personal values, ethical ideology & ethical beliefs. Journal of Business Ethics 64,137-55.
- Tom G., Garibaldi B. Zeng Y., Pilcher J. (1998), Consumer demands for counterfeit goods, Psychology & Marketing, 15 (5) 405-421.
- Veloutsou, C., Bian, X., (2008), A cross-national examination of consumer perceived risk in the context of non-deceptive counterfeit brands. Journal of Consumer Behaviour 7, 3-20.
- Viot C, Le Roux A et Kremer F., (2006), Les déterminants de l’achat de produits de contrefacon: une exploration du coté obscur du comportement du consommateur. In Andreani and Trinquecoste (ed.) 5th Congress on Marketing Trends Venice, 20 and 21 January 2006.
- Wang, F., Zhang, H., Zang, H., Ouyang, M., (2005), Purchasing pirated software: an initial examination of Chinese consumers. Journal of Consumer Marketing 22, 340-51.
- Wee C. H., Tan S.-J., (1995), Non-price determinants of intention to purchase counterfeit goods, International Marketing Review, 12 (6) 19-46.