Chapter 4 Combatting illicit trade: understanding consumer motivations
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This chapter provides a synopsis of an Oxford Economics research study that examined fundamental concerns of combatting illicit trade. This study analyzed 37,000 survey respondents fielded across 37 European countries and provides a comprehensive picture of consumer attitudes and behaviors regarding illicit trade. Specifically, five product categories with high excise duties (cigarettes and alcoholic drinks), and other goods subject to infringement of intellectual property rights (films, music, and games; clothing and accessories; and medicines) were evaluated to better understand consumer motivations to obtain illicit goods. The Oxford Economics study found that 27% of consumers lack full confidence in the legitimacy of products purchased. This figure excludes the illicit goods that consumers may be consuming unknowingly. Consumers' reasons for buying illicit goods are highly nuanced. Though many seek out illicit products to get a better price - other factors such as quality, reliability, and availability stimulate the purchase decision also. The research stemming from the Oxford Economic study proposes a new way of analyzing consumer motivations through novel illicit trade matrices to inform brand owners and other stakeholders targeted strategies to combat illicit trade.

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