Upload
nirmala-last
View
270
Download
0
Tags:
Embed Size (px)
Citation preview
THE GALLUP ORGANIZATION 1Copyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Global Consumer Awareness, Attitudes, and Opinions on Counterfeiting and Piracy
Third Global CongressCombating Counterfeiting and Piracy
31 January, 2007Geneva, Switzerland
2THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Background
Largest survey initiative ever to understand attitudes and behaviors of consumers on counterfeiting and piracy
To date, self-funded by Gallup 64,579 interviews across 51 countries in the past 18 months National phone or in-home surveys (except Sri Lanka and Cuba -
urban). Represents the views of consumers whose economies account for
64% of the world’s GDP 1000 plus interviews in all but Luxembourg, Sri Lanka, Haiti,
Jamaica, Trinidad/Tobago, and Puerto Rico. Based on a sample size of 1000, the margin of error at a 95%
confidence level is +/-3% Efforts continuing in 2007 to track in select markets and interview
in new markets not previously covered
3THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Coverage
Argentina, Armenia, Austria, Belarus, Bolivia, Belgium, Chile, Colombia, Costa Rica, Cuba, Denmark, Dominican Republic, Ecuador, El Salvador, Estonia, Finland, France, Georgia, Germany, Greece, Guatemala, Haiti, Ireland, Italy, Jamaica, Korea, Kyrgyzstan, Latvia, Lithuania, Luxembourg, Malaysia, Moldova, Nepal, Netherlands, Panama, Paraguay, Peru, Philippines, Portugal, Puerto Rico, Russia, Spain, Sri Lanka, Sweden, Thailand, Trinidad & Tobago, Ukraine, United Kingdom, United States, Uruguay, Vietnam
4THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Key Observations
Consumers do not believe their governments are committed to find and prosecute counterfeiting
In markets studied, one quarter of consumers are purchasing counterfeit items. Vast differences by geography
The big three of Branded Apparel, Bags, and Footwear; Music; and Movies is highly correlated to GDP
Health and Safety threats abound in the developing world
The greatest deterrent in the U.S. is links to terrorism, organized crime and health and safety
5THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
0% 20% 40% 60% 80% 100%
Latin America
Asia
FSU
Western Europe
5 (Very committed) 4 3 2 1 (Not at all committed) Don't know Refused
Q.: How committed do you think the [:COUNTRY:] government is to find and prosecute counterfeiting?
Perceived Government Commitment
Austria +
Italy -
Portugal -
Georgia +
Belarus +
Ukraine -
Ecuador +
Dominican -
Republic
Vietnam +
Nepal -
N=28,992
N=10,220
N=7,431
N=16,161
6THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Past 12 Month Purchase Incidence Former Soviet Union and Asia
14.8
16.8
22.9
23.1
23.8
29.2
29.3
31.5
38.4
40.2
10.6
3.9
5.6
11.9
11.2
18.9
21.5
17.9
14.4
6.4
0 10 20 30 40 50 60
Estonia
Armenia
Lithuania
Georgia
Latvia
Ukraine
Belarus
Moldova
Russia
Kyrgyzstan
Yes Don't Know
20.4
21
21.1
24.6
27.9
38.2
1.9
2.8
14.1
3.1
1.2
8.2
0 10 20 30 40 50
Nepal
Thailand
Vietnam
Sri Lanka
Philippines
Malaysia
Yes Don't Know
Q: In the past 12 months have you purchased any products that you know or suspect are not genuine or legitimate?
7THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Past 12 Month Purchase Incidence Latin America
12.1
13
13.4
13.6
14
14.2
17.3
18.7
20.1
20.4
22.8
23
24.1
26.3
27.2
30.6
39.4
40
3
0.5
0.5
0.5
1
0.5
2.2
2.1
0.7
0
5
1
0.7
1
2.6
5
4
2
0 10 20 30 40 50
Puerto Rico
Panama
Uruguay
Costa Rica
Trinidad & Tobago
Colombia
Jamaica
Peru
Ecuador
Chile
Bolivia
Dominican Republic
Argentina
Paraguay
El Salvador
Guatemala
Cuba
Haiti
Yes Don't Know
Q: In the past 12 months have you purchased any products that you know or suspect are not genuine or legitimate?
8THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Products Purchased by Category (Past 12 months among those that indicated purchase)
FSU Latin America
Asia
Brand Name Fashion Clothing, Designer Bags and Footwear 27.30% 25.96% 31.75%
Brand Name Watches 4.46% 5.47% 9.25%
Music CDs or Audiocassettes 37.87% 42.64% 43.5%
Movies (VHS, VCDs, DVDs) 27.00% 22.95% 27.13%
Computer Operating Systems (Windows, Mac) or Computer Application Software (Word, Excel, Etc.)
7.46% 1.30% 4.6%
Perfumes and Cosmetics 18.33% 10.62% 10.31%
Video Games and Toys 6.55% 2.19% 3.6%
Pharmaceuticals or Medicines, not generics 12.40% 2.16% 4.2%
Alcoholic Beverages, Soft Drinks, Mineral Water 23.60% 2.87% 3.56%
Tobacco 13.54% 1.24% 4.12%
Tools and Auto Parts 3.37% 2.96% 6.25%
Jewelry 1.61% 1.48% 4.56%
Food 34.54% 10.17% 4.81%
Other - 6.9% 7.63
9THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Purchase Patterns in the Developed Versus Developing World
Strong correlations to GDP per capita The big three globally
Brand name fashion clothing, designer bags, footwear Music Movies
The Developing World Differences (Feel Good Items and Basics) Perfume/cosmetics – Argentina, Dominican Republic, Cuba, Haiti,
Paraguay, Nepal, Sri Lanka, Armenia, Belarus Alcohol, soft drinks, mineral water – Armenia, Georgia,
Kyrgyzstan, Moldova, Ukraine Tobacco – Armenia, Georgia, Latvia Brand name watches – Guatemala, Haiti, Nepal Food – Cuba, Haiti, Georgia, Kyrgyzstan, Moldova
10
THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Q: Which groups or organizations do you believe benefit from piracy or counterfeiting?
Groups Or Organizations Benefiting From Piracy Or Counterfeiting
1.18
5.04
1.82
13.4
19.2
6.62
4.7
6.29
52.21
37.84
0
1.18
4.26
8.55
16.46
18.64
20.12
28.28
45.49
63.74
0 10 20 30 40 50 60 70
Other
Refused
Terrorist Organizations
Don't Know
Those Who Buy/Purchase theProducts
Importers/Exporters
Government Officials
Organized Crime
Sellers/Those that distributeproducts
Those who make/Create products
Latin America FSU
11
THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Q: Would you have purchased the imitation you previously mentioned you bought if you knew the seller was (__)?
Purchase Deterrent Trends in the US(Asked Among Those Who Had Purchased Counterfeit Goods)
2006 Sample Size: n=139
67.40%
67.70%
85.80%
87.50%
92.40%
94.70%
96.30%
96.40%
29.80%
30.70%
12.60%
10.50%
6.70%
4.40%
2.80%
2.70%
50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%
Not Paying Sales Tax ('06)
Financially hurting the company that produceslegitimate product ('06)
Charging same amount as legitimate product ('06)
Using Earnings To Bribe Government Officials('06)
Distributing a product that could harm you orfamily ('06)
Funding Organized Crime ('06)
Funding A Terrorist Act ('06)
Sponsoring A Terrorist Organization ('06)
Would Not Have Purchased Would Have Purchased
12
THE GALLUP ORGANIZATIONCopyright © 2006 The Gallup Organization, Princeton, NJ. All rights reserved.
Conclusions
While there are some patterns that exist globally in counterfeiting and piracy, every market is different and requires a tailored communication strategy
Health and safety should be the bedrock of any communications efforts. While links to terror may exist in a few markets, this should not be a universal message
Policy makers and executors need to find comfort in a constituency that believes more should be done