To pay or not to pay: an investigation of consumers' willingness to pay for genuine brands versus triple A counterfeits in China

摘要

The data shows that the most buying/owned luxury brand in China are Chanel (23.75%), Dior (16.53%) and LV (15.32%), while the most buying/owed luxury counterfeit brand are LV (21.56%), Chanel (18.12%) and Gucci (15.42%). The large majority of consumers (62.31%) reported that they have owned both authentic and counterfeit luxury products either for the same brand or different ones. In terms of category, 65% respondents chose fashion items, while 35% respondents chose watch and jewelry.