The damage from the disgust spreads broadly, according to studies at Duke University, Johns Hopkins University, Ono College, and INSEAD. Upon learning an item was counterfeit when they were seeking the name brand good, study participants wanted to get away from the situation. And people told a fountain pen or a computer mouse was counterfeit performed less well, compared to those not told this, when using a pen or a mouse physically resembling the counterfeit. This sort of spread generates disgust, going beyond distrust, toward your business, other products you sell, and the services you market.
But with consumers who intend to make a counterfeit purchase, the damage is to marketers who want to sell the genuine items, usually at a higher price. Researchers at Islamic University of Science & Technology in India reviewed studies conducted since the early 1990s investigating why people knowingly seek out knockoffs of luxury items. Based on what they found, the researchers then give advice for reducing the lure of the fake.
Some of those techniques make sense as soon as we think about them for a bit: Launch less expensive lines for bargain shoppers who want the prestige, but can’t afford the tariff. Maintain a socially conscious image. Some shoppers justify their purchase of knockoffs through resentment. They decide that the marketer of the genuine items exploits people and that the brand promotes elitism. Luxury item advertising designed to produce envy fosters such resentment.
However, one of the recommended techniques is counterintuitive: If prestige comes from the brand name, make the logo on the genuine item less prominent. When the identifier is less conspicuous, the carbon copy won’t be able to flash the prestige as clearly, consequently losing appeal.
This technique is supported by prior research which found that sophisticated purchasers of luxury items actually prefer a less showy logo. Consider sunglasses. A number of years ago, researchers at University of Pennsylvania and Southern Methodist University tallied how about 85% of sunglasses selling for about $100 included a brand name or logo easily visible to others. But for sunglasses selling above the $500 mark, the percentage was about 30%.
Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.
Click for more…
Counter Counterfeits’ Attraction
No comments:
Post a Comment