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Impact of Counterfeit Brands on Consumer Acceptance of Original Brands (Case: Louis Vuitton)

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Introduction:
At present, Counterfeiting is considered as the crime of the 21st century. Here we are not talking about the counterfeiting of money. Counterfeiting today has gone well beyond the counterfeiting of national currencies.

Recently, counterfeiting of brand name goods appears to have increased, making counterfeiting a significant and growing problem worldwide as it occurs in both less- and well- developed countries. Past research suggests that about one third of consumers would knowingly purchase counterfeit goods regardless of the potential consequences associated with counterfeit goods. Since demand is always the key driver of a market, a number of researchers have argued that consumer demand for counterfeit goods is one of the leading causes of the existence and upsurge in growth of the counterfeiting phenomenon.

Many persons purchase branded goods for the purpose of demonstrating to others that they are consumers of the particular good. Names such as "Calvin Klein" and logos such as the LaCoste crocodile are displayed on the outside of clothes, and many consumers seem to value this display. This change in motives for consumption may have increased the amount of counterfeiting of trademarks.

By definition, counterfeits are those products bearing a trademark that is identical to, or indistinguishable from, a trademark registered to another party, thereby infringing the rights of the holder of the trademark. A counterfeit must copy a trademarked brand. The International Anti Counterfeiting Coalition (IACC) estimates that 5-7 percent of world's trade is in illegitimate goods. Trade in counterfeit goods has reached $600 billion annually on a worldwide basis. This problem has grown over 10,000 percent in the past 20 years, partly due to an increase in consumer demand.

Counterfeiting today includes the illegal production and distribution of false versions of well-known, popular and respected brand name products. The counterfeit versions of these products are intentionally designed to look exactly like real brand-name products, down to the duplication of the brand names, trademarks, logos, labels and packaging. What was once a problem for a few designer and sporting goods clothing and accessory brands, and the software and music and video industries, has now grown to include almost every major product category.

Number of Pages of Project Report: 66
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
CHAPTER 1: INTRODUCTION
NEED FOR THE STUDY
STATEMENT OF THE PROBLEM
OBJECTIVES OF THE STUDY
CHAPTER 2: LITERATURE REVIEW
CHAPTER 3: THEORITICAL BACKGROUND
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
FINDINGS
CONCLUSION
LIMITATIONS
DIRECTIONS FOR FUTURE RESEARCH
QUESTIONNAIRE


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