Consumer Perception of Counterfeit Products

This assignment delves into consumer attitudes and behaviors surrounding counterfeit products. It investigates the primary reasons consumers choose fakes, assesses consumer confusion regarding product quality, and examines strategies to minimize the proliferation of counterfeits. The analysis includes the role of marketing, social media, market surveys, and loyalty programs in shaping brand perception and combating counterfeit goods.

A study on the effects of
counterfeit products on
original product brand
image. A case study on
Louis Vuitton

Acknowledgement
Completion of entire study is not possible without the immense support of
mentor. Thus, I want to impart my sincere thanks to my mentor who rendered me
extensive support for the completion of data collection procedure. Also, I would
like to say thanks to my friends who supported me in organizing the interview
procedure. Therefore, successful completion of my entire study goes to my mentor.

Abstract
From the overall dissertation it can be evaluated that counterfeiting products
are considered as unauthorized or fake products that replicates the real or original
products offered by companies in regard to take benefit of superior value through
imitating the original product. However, business is focused upon producing
luxurious, fashionable and designer quality products in order to fulfil the
expectation of consumers. Also, if could be assessed that there are various
mediums through which businesses sale their products such as online medium,
boutiques and departmental stores. However, management of such businesses are
facing challenge of counterfeiting within fashion brand. It could also be identified
that corporation needs to follow the right kind of strategies to attract more
customers. In addition to this, counterfeit products are mostly offered on the social
media under which management can effectively focus on the customers who are
switching towards the brand.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background of study.........................................................................................................1
1.2 Problem statement............................................................................................................3
1.3 Research aim....................................................................................................................4
1.4 Research objectives..........................................................................................................4
1.5 Research questions...........................................................................................................5
1.6 Significance of study........................................................................................................5
1.7 Dissertation structure........................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................1
2.1 Introduction......................................................................................................................1
2.2 Original brand consumers perceptions on counterfeit......................................................1
2.3 Different factors affecting for positive and negative brand image...................................3
2.4 Effects of counterfeit Louis Vuitton products on original Louis Vuitton products brand
image......................................................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................9
3.1 Introduction......................................................................................................................9
3.2 Type of investigation........................................................................................................9
3.3 Research design................................................................................................................9
3.4 Research approach..........................................................................................................10
3.5 Research philosophy.......................................................................................................10
3.6 Data collection................................................................................................................11
3.7 Sampling design.............................................................................................................11
3.8 Data analysis...................................................................................................................12
3.9 Research limitation and ethical consideration................................................................12
CHAPTER 4: DATA ANALYSIS................................................................................................14
4.1 Introduction....................................................................................................................14
4.2 Thematic analysis...........................................................................................................14
CHAPTER 5: CONCLUSION & RECOMMENDATION...........................................................23
5.1 Conclusion......................................................................................................................23

5.2 Recommendations..........................................................................................................26
REFERENCES..............................................................................................................................29
Justification of questionnaire:...............................................................................................34

Title- A study on the effects of counterfeit products on original products brand image- a case
study on Louis Vuitton.
CHAPTER 1: INTRODUCTION
1.1 Background of study
In the current era of globalization, it has been evident that there has been change in the
taste and preferences of consumers, lifestyle and attitude and therefore, business needs to bring
change in their products or services so that target customers could be attracted. Businesses are
focusing upon producing fashionable and designer products in appropriate range so that needs
and wants of customers could be satisfied (Dégardin, Roggo and Margot, 2014). Through
improving the growing age of fashion industry, there are various customers who are demanding
commodities in regard to create and build a unique identity in market. Hence, the term fashion
involves various products or service which is required by an individual in order to fulfil their
expectations. In past time, fashion was considered as the only means of consists of essential
things that give any type of reference to the individual dressing sense. While, as compared to this
in current modern world, businesses are focusing upon dress, attire and wearing sense of
consumers. Thus, it helps in becoming an essential part in individual's life and thus it helps them
to allow individual to create a unique image in the society (Kelesidis and Falagas, 2015).
In the present study, counterfeiting products are considered as unauthorized or fake
products that replicates the real or original products offered by companies in regard to take
benefit of superior value through imitating the original product. However, business is focused
upon producing luxurious, fashionable and designer quality products in order to fulfil the
expectation of consumers. But there are certain businesses who launch the replicate products of
the luxurious brands at low prices and thus it damages the brand image of firm in market.
However, through introducing counterfeiting products it impacts upon the original products and
affects the business image (Agarwal and Panwar, 2015).
Through developing Information and Communication Technology (ICT), problem of
counterfeiting products has been increased within the luxury brand market. Louis Vuitton is a
leading luxurious fashion company and provide wide range of products such as clothes, shoes,
accessories, jewellery, books etc. (Bortolini and et. al., 2015). Cited firm aim delivering their
customers with high quality products. It was founded in the year 1858 by Louis Vuitton.
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Currently, there have established their business in 50 countries and holds up to 460 stores
worldwide. There are various medium through which businesses sale their products such as
online medium, boutiques and departmental stores. However, management of such businesses
are facing challenge of counterfeiting for the fashion brand companies such as Louis Vuitton. It
has been identified that in the late 1970's counterfeiting of the products and services withdrew
the luxury brands completely from the market. It is because it affects the fashion industry that
results in obtaining significant loss of revenues, profitability and competitive strength and
reputation as well. Due to globalization, there are several challenges being faced by fashion
companies as majority of the suppliers products were founded fake, replicas, or counterfield.
Thus, here the focus of carrying out study is to assess the effect of counterfield products upon
luxury brand (Jalili and et. al., 2015).
Counterfeit products has high negative impact over the brand, when customers does not
proper information, then they buy counterfeit products. This way the quality will not be same as
the original product. Customers after making use of the product develop negative image and they
prefer not make purchases of the products that is delivered by cited firm.
Counterfeit products are most commonly known as fake products are affected the luxury
image of brand in market. However, the products look like same as the original products,
therefore, consumers purchase them and thus it affects the brand image of business. Main
problem is the impact of counterfeit goods on brand reputation is both a social and economic
issue. Through, replicating the luxury products which are being sold as through they were
original and imitating such products affect the luxury image in market. Counterfeiting is also
termed as a criminal activity in which branded products are imitated by people and thus it is
affecting the image of brand among consumers (Francis, Burgess and Lu, 2015).
However, counterfeiting product is the challenge to brand owners and manufacturers as
such product impact upon the brand image of firm in market. Therefore, it is essential for
businesses to identify the original product and its effect upon the sale of business. However,
businesses who are focusing upon knockoffs or fakes are imitating the products offered by brand
and thus it affects the brand owners (Dégardin, Roggo and Margot, 2014). Since, they are made
in such a way so that it looks like original and no individual could distinguish the genuine
product from the counterfeit thereby it affects the brand reputation in market. Here, the main
problem is that brand owner devote their majority of the time in designing the product and then
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build their reputation so that they make huge investment within the market. Thus, the companies
that counterfeit such products affects the interests of consumers and therefore, it is essential for
them to identify the difference between original and imitation. The main impact of counterfeit
products upon brand reputation is both in relation to social and economic. Where counterfeit
luxury products are being sold as they are original and thus brand being initiated risks losing its
luxury status and thus decreases revenue of firm (Kelesidis and Falagas, 2015).
Further, it is being difficult to understand that counterfeit products impacts upon the
brand image and thus it is considered as a criminal activity. Therefore, it is essential for brand
owners to identify the ability to create value in their products through utilising intell property
rights. Thus, through using the law as the tool against counterfeiters to enforce their rights in
their products, logo, design, inventions and brands (Michaelidou and Christodoulides, 2011).
However, within UK such rights fall into two different categories i.e. registered and unregistered
rights. Thus, it helps in overcoming the issues of counterfeit products and thus do not affect the
brand image of firm in market.
Additionally, brand owners requires educating their customers and thus detect the
consumers who are purchasing counterfeit products as they will know the drawbacks of
counterfeited products and thus identify them so that consumers could be made aware about such
products and thus increase the power of brand in regard to attain high profitability. In recent
study, businesses are required to identify consumer behaviour and thus identify their needs so
that desired results could be attained (Stumpf, Chaudhry and Perretta, 2011). It has been assessed
that main harmful effects of counterfeit upon luxury products results in negatively affects
consumers image and thus influence the product quality so that it creates negative impact upon
the brand image of firm in market. Product counterfeiting is considered as one of the most
relevant issues faced by organizations. Therefore, it is essential for them to produce luxury
products in market and thus influence buyers to identify the difference between luxury and
counterfeit products. Thus, business need to evaluate its competitors and therefore, it is
significant so them to assess the image of customers in regard to identify the non users and users
so that business brand equity could be improved.
1.2 Problem statement
In the present study the main problem identified is counterfeiting that affects the
luxurious brand image like Louis Vuitto and also affects brand owners because they devote
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significant amount of time, funds and put extreme efforts to design, produce and develop
products or services. Further, it has been evaluated that counterfeiters manufactures fake
products of real products and thus affects the interest of owners (Basu, Basu and JK Lee, 2015).
Counterfeit gives rise to social and economic risk because customers are not able to differentiate
among original and imitate products. However, the counterfeiters also charges similar prices for
their products and thus it affects the owners of original products. Hence, due to this such factor
gained interest of scholars in order to conduct research within that particular area and assess the
impact of counterfeiting upon luxurious brand. Due to counterfeit products, Louis Vuitto face
issues in relation with growth and sales. The rate of purchases made by the firm has reduced as
customers are making use of counterfeit products.
Further, the problem statement identifies that counterfeit goods impact upon brand
reputation in both social and economical way. Individual who counterfeit luxury products and
produces imitate products that affects the brand image of business in market. Hence, it is
essential for business owners to assess that counterfeiting the luxury goods is a crime and thus
people involved in that process needs to be identified so that they could be punished for their act.
Brand owner need to quickly identify and deal with such type of counterfeit products (Kelesidis
and Falagas, 2015). However, they need to prepare certain rights so that it could protect the
luxurious products from replicating.
1.3 Research aim
Main focus of research is to examine the effects of counterfeiting practices on original
goods brand image of luxurious companies. Thus, in regard to achieve this, Louis Vuitton is
selected which is a multinational company selling fashionable products to consumers. Further, it
focus ion understanding the rate impact of counterfeit products on brand image of Louis Vuitto.
1.4 Research objectives
 To investigate the original brand consumers perceptions on counterfeit Louis Vuitton
products.
 To investigate the both positive and negative factors affecting brand image of Louis
Vuitton products.
 To identify the effects of counterfeit Louis Vuitton products on original Louis Vuitton
products brand image.
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 To provide recommendations for Louis Vuitton, how to enhance their brand image and
differentiate their products from Louis Vuitton counterfeit products.
1.5 Research questions
 What is the original brand consumers perceptions on counterfeit Louis Vuitton products?
 What are the both positive and negative factors affecting brand image of Louis Vuitton
products?
 How the effect of counterfeit Louis Vuitton products on original Louis Vuitton products
brand image?
 What recommendations for Louis Vuitton can be made to enhance their brand image and
differentiate their products from Louis Vuitton counterfeit products?
1.6 Significance of study
Following is the significance of study which are discussed underneath-
 It can be assessed that after identifying the research problem, scholar carries out the study
in order to help businesses in determining the counterfeit of luxurious goods and its
impact upon brand image of firm (Dégardin, Roggo and Margot, 2014).
 Another importance of carrying out this study is that it helps business owners to assess
the main problems associated with this in relation to affect the price upon which intimate
products are being sold. Thus, it is affecting the original value of products and therefore,
business owners need to take crucial steps in relation to overcome such problem.
 Study is also being used by different businesses and Phd scholars in regard to develop an
understanding about the effects of counterfeit the original products and its impact upon
the brand image of firm in market.
 Further, identifying the importance of study within different researchers in order to
understand the decreasing performance of businesses due to increasing counterfeit
market. Therefore, analysing the study results in evaluating the effects of counterfeit
products of original products and thus decreased the brand performance of business
(Agarwal and Panwar, 2015).
 Research is also useful for businesses in order to understand the concept of counterfeit
and thus helps in identifying the impact of replicate products on the image of original
products so that brand image of firm could be improved.
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1.7 Dissertation structure
The dissertation structure adopted by researcher is as follows-
 Chapter 1 Introduction- In this particular chapter, background and rationale of the
subject matter has been discussed. Thus, it assesses that the effect of counterfeit goods on
the brand image of businesses selling original products. In the introduction chapter it
discusses the aim, objectives and rationale upon the selected topic so that discussion
could be carried out further.
 Chapter 2 Literature Review- Further, in this chapter, literature is being carried out
using different scholars and thus overview the study. Further, conceptual framework is
developed that investigates upon the subject matter so that discussion is being carried out.
It is also essential for executing the research upon the topic so that different objectives
could be researched in-depth and obtain proper outcomes.
 Chapter 3 Research Methodology- Here, researcher identifies the tools and techniques
in relation to conduct the study. Research methodology is crucial aspect so that the
selected topic could be researched in an appropriate manner. Also, there are different
techniques such as primary and secondary research that could be used by scholar which
results in conducting the research.
 Chapter 4 Data Analysis- Further, the collected data is being analysed by the researcher
through using different qualitative or quantitative methods. Here, questionnaire is being
prepared and thematic analysis is carried out so that the collected data could be assessed.
 Chapter 5 Conclusion and Recommendation- It is the last chapter in which conclusion
and recommendation has been given upon the particular topic and thus best results could
be obtained. Hence, it helps readers to suggest the areas where further research could be
carried out.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
This chapter is an important and helpful enough to understand the perception that other
researcher have over similar topic and that is over brand image. There are many authors who
have conducted research on similar topic. This has helped in understanding the present research
aim and objectives (Chaudhry and Stumpf, 2011). Further, it also enables to come up with an
appropriate outcome for the research. Main aim of this research is to make proper investigation
on the efforts of counterfeit products on the original product brand image. Major focus of this
chapter will be to make sure that historic investigation is taken place with similar subjects that
are conducted by other researchers. Different articles and journals will be taken into
consideration to come up with appropriate outcome for the research.
2.2 Original brand consumers perceptions on counterfeit
According to Mavlanova and Benbunan-Fich, (2010) counterfeit products can be
determined as the copy of the original product that will not hold out same quality that original
has. There are different set of perception that people have over the purchases that are made by
people. People tent to make purchases of the product that are provided to them at high quality
and low price. As per Poddar, Foreman and Ellen, (2012) there are many companies that deliver
their customers with similar products and services. Ultimate aim of any firm to gain maximum
profit. This is only possible when they understand the needs and requirement of customers and
provide them services accordingly. In order to gain profit, people tent to copy the products that
are delivered by organization that has high brand value. This way it becomes helpful them to
gain huge profit. There are different reasons that can be determined due to which people tent to
make purchases of counterfeit products. In this context, below given are few of the reasons:
Lack of information: The copy that is made does not have all the elements that are
provided by original product. However, the customers get affected due to the lack of information
that they have over the products (Michaelidou and Christodoulides, 2011). When people do not
have proper information, then they fail to identify the difference in which one is original and
which one is not. However, when customers are well aware of the differences then they will not
prefer to make use of the counterfeit products as there are many negative issues that are faced by
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them. This way it can be stated that people are not aware of the product they are want to make
their purchases for. It is important for the organization to make sure that they provide their
customers with proper information so that customers get to know the difference (Gino, Norton
and Ariely, 2010). This way it will enable to make sure that the customers get the right products
and their perception due to went negatively may not get affected.
Preferences: There are different set of perception that people have over the type of
products and services that are bought by customers. There are many differences that a counterfeit
product have when compared with original. In this context, the differences can be of quality,
quantity, price, etc. With this respect, the price of the original prod cut will always be high when
compared with counterfeit (Lebel, Gagnon and Waldron, 2014). However, there are people who
will prefer to purchase counterfeit products due to the low price it holds. This ways, it can also
be stated that the people do not prefer to make purchases of the products that have high brand
image. People prefer to make use of the services that are provided to them at low price and of
high quality. In this context, it can be stated that people make use of the services that help them
to make their purchases in an effective manner. The people who are loyal to the product and the
services that are provided by the organization. It is important to make sure that organization
deliver their customers with high quality, only then they will be able to maintain the loyalty of
people towards the services and the products that are provided to them.
Quality and preferences: This is a type of aspect in which the preference of customers is
determined over the quality that is provided by the organization. In case the quality that is
provided by counterfeit product is similar to the original product, then customers will prefer to
mane purchases of counterfeit products (Stumpf, Chaudhry and Perretta, 2011). However, this is
type of negative issue that is faced by companies. Main focus of people who are willing to make
purchases is for high quality and when they do not get it, then they become dissatisfied. With this
respect, it is important the organization develop unique aspect with the help of which other can
not copy them. For example, Coco-Cola is one of the well known cold drink brand has not
revealed the ingredients that they use for making their cold drink. This type of strategies are used
so that other may not be able to copy them. Further, the price of product is low and this
motivates people to raise their purchases to counterfeit products.
Ease: People will prefer to make purchase of fake products as they are easy to obtain.
When a product is released, then it takes time to reach out the customers (Cheng, Fu, and Tu,
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2011). In such situations, fake products are developed and their provide customers with the
opportunity to get the product and show it to others. There are conditions in which customers
have to weight for even a month or two so that they get to use the original product use. However,
this is not possible for some of the people or customers to do that. In this context, they make use
of counterfeit products as they are easily available. There is a physiological aspect in which
people prefer to show off when they get purchase a product that is not available to anyone. In
order to get that level of satisfaction, they tent to make purchases of the counterfeit products
(Carpenter and Lear, 2011). These are easily available and all the basic function or the thinks that
an original product promises to meet and met by fake products.
2.3 Different factors affecting for positive and negative brand image
As per Kim, Kim and Park, (2012) there are different type of strategies that are
implemented by organization in order to make use of the products or services that are delivered
by the firm is able to develop unique place when compared with the organization that deliver
similar products and services. It is important to make sure that firm develop unique place in the
mind of customers (Jiang and Cova, 2012). This is possible with the help brand image that is
being developed by the firm on customers. In this modern work, there are different type of
strategies that are implemented to raise the brand image. In this context, one of the effective way
is to consider the social media. However, strategies developed can only be effectively performed
when the tools applied by firm is highly effective that enable to make sure that adequate
information is conveyed to customers. This is a type of platform in which companies get the
opportunity to have direct interaction with customers and to clarify the doubts that they have
over the products and services that are delivered by organization (Norum and Cuno, 2011).
Further, it also enables to know the perception that they have over the services that are provided
to them.
There are different type of ways that are helpful enough to raise the brand image of the
organization. In this context, one of the effective way that are helpful enough to raise brand
image is with the help of communication. There are conditions in which with the help of
communication it provides the opportunity to convey the information about products and
services that are provided by the organization. When get to know the products and services more
and more, then it helps in developing positive aspect among the mind of customers (Fiori and
Andrisano, 2014). It helps in to make people understand about the type of services and products
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that are provided by the firm. With this respect, it is important for the firm to make use of all
type of promotional tools like television, radio, newspaper, etc. that are helpful enough to
develop positive perception within the mind of people. However, they get to know more about
the products and the issues of the confusions that customers have can be solved in effective
manner. In this context, one of the effective tool that is used by the firm is social media
(Lindenbaum and Ewen, 2012). It is an effective source through which people get understand the
type of products and services that are delivered by the organization. It provides the opportunity
to understand the perception of people and different ways are identified with the help of which
the issues that are identified and accordingly steps are taken to in order to make improvement in
the services and products that are provided by the organization. More specifically, there are
social sites like Facebook, Twitter, etc. Similarly, there are many different type of issues that are
faced by business due to negative aspects of branding. This way it enables to make sure that firm
get to develop positive perception within the mind of customers and it also enables to raise their
sales and profitability.
As per the view of Bortolini and et.al., (2015) due to globalization in the market,
counterfeiting has been increased and thus it affects the business performance who are selling
original products. Thus, it is essential for business owners to make different policies and rules
that impacts upon the brand image of business. It also decreases the sales due to availability of
replicate products in market. Hence, through such way business gets affected in negative manner
and decrease their sales and profitability. Within fashionable industry, there is increasing demand
of products and services and thus businesses are selling varied range of products at high prices
due to its cost and brand image. Thus, at such time availability of replicate or counterfeit
products affects the businesses and therefore, it results in decreasing the sales and performance
in business. However, Jalili and et.al., (2015) argued that fashion businesses need to identify its
competitors as well as businesses who are involved in such criminal act and thus appropriate
action needs to be taken so that replicate products could not be sold in market. Counterfeit acts as
competition as people get an extra option to make purchases. This way, the sales and profitability
of the business gets reduced. More and more customers will make purchases for the products that
similar to the business. Further, through increasing counterfeit product in market, businesses are
getting affected and decrease their brand image so that company is incurring heavy losses.
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Counterfeit products are ultimately affecting the brand image of business and therefore,
such issue needs to be resolved so that better performance could be attained. Thus, counterfeit
products are increasing within fashion industry and therefore business owners need to take right
steps in order to protect the brand image of business. Also, there are different factors that
negatively affects the brand image of fashion businesses in market. It results in decreasing the
brand image of business in market and thus affect their sales and profitability. Francis, Burgess
and Lu, (2015) stated that business also need to evaluate the attitude of customers and identify
the trends and challenges being faced by business so that market share of business could be
impacted. It is essential for firm to enhance its market share and thus replicate products need to
be avoided from market and enhance the brand image of firm. However, several necessary steps
need to be taken in relation to enhance the business performance and thus bring positive
outcomes so that market share of firm could be raised.
Basu, Basu and JK Lee, (2015) evaluated that all such negative factors affects the
business and thus it affects in terms of affecting the brand image in market. Through such way it
is essential for firm to improve the business performance and improve the performance that
enhances the managerial implications and thus improve the performance of firm in market.
Businesses need to identify the negative brand image as it would impact the performance of
businesses and therefore, they need to overcome such issues by implementing appropriate
strategies so that set targets could be attained.
There are different type of theories that are helpful enough to understand the negative
impact of brand image over organizations. In this context, it includes loyalty ladder, can be
determined as a marketing communicators tool. Main focus is to make the customers move along
a continuum so that that rate of loyalty can be raised. Under this, there are five different type of
categories and they are as follows:
Suspects: They can be determined to be the potential customers of the organization. They
have proper information about promotional campaigns but they do not make purchases for the
products or services delivered by the firm.
Prospects: They are the one who are impressed with the promotions that are made by the
organization. Further, they are in serious condition of make purchases of the products. In this
context, it is important to make sure that all the doubts that customers have should be solved.
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Customers: They are one who have bought the products and are currently using them. It
is essential for the firm to make sure that all type of assistance is being provided.
Clients: They make repetitive purchases of the services and products that are delivered by
the firm.
Advocates: They not just make purchases but they also recommend improvements for the
services and the products that are provided by the organization.
2.4 Effects of counterfeit Louis Vuitton products on original Louis Vuitton products brand image
As per the opinion of Jalili, R. and et. al., (2015), it can be evaluated that counterfeit
products impacts negatively upon the original products brand image. Therefore, it is essential for
such retail and clothing industry to undertake trade mark, copyright etc. so that different
strategies need to be adopted in regard to enhance luxury brand consumers in the face of
counterfeiting. However, Louis Vuitton aims to identify the brand equity of firm in market and
then threaten the businesses that are trying to counterfeit their original products so that
consumers could be protected in terms of affecting their rights and interests. Organizations
producing luxury brands are the main counterfeit targets and therefore they need to imitate the
product quality and thus decrease the popularity of firm in market. Major loss is faced in the
brand image of the business, there are negative image developed by services for the services and
the products that are delivered. Thus, customers shift on the companies that deliver their
customers with similar quality and in same price. However, Francis, Burgess and Lu (2015),
argued that main aim of the present research is that adopting new situation impacts mainly upon
the luxury brand consumers and thus affects the needs and wants of consumers. Luxury brand
possess the vision of identifying the consumer behaviour and thus enhance the self image and
product image in market. Therefore, businesses those who are producing luxury goods are
required to protect their products from counterfeiting and thus provide original products to
consumers.
Basu, Basu and JK Lee (2015), stated that businesses counterfeit products on these
different motivations such as symbolic status of counterfeiting, distribution channel of retailers
and price of counterfeit products. Thus, all such factors influences consumers to purchase
counterfeit products as compared to original products and hence decreases the brand image of
firm in market. However, it is essential for counterfeit products that appears useless and
especially in the luxury market where the consumer is aware about the products being bought as
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imitation. However, practising counterfeit products results in decreasing the demand of original
products and thus affects the brand equity of Louis Vuitton in market. Main goal of business is
that they need to identify the originality of products and thus overcome the counterfeit goods
from market. Thus, through doing such it results in improving the self image and social status of
firm in market. However, Dégardin, Roggo and Margot (2014), argued that in terms of
managerial issues it helps in understanding that there are certain customers that helps in selling
luxury brand even if the counterfeit product are not available. Therefore, through understanding
the effect of counterfeiting upon genuine product it results in creating a step forward and thus
preserve consumer brand relationship so that products could be protected and thus enhance the
economy of the country.
Kelesidis and Falagas (2015), stated that marketing department of company requires to
undertake effective practices which results in investigating the presence of the counterfeit
products in market and thus identify the perception of consumers so that desired results could be
attained. However, it is crucial for luxury brand manufacturer to produce quality products to
consumers and thus overcome the presence of counterfeit products from market. Businesses such
as Louis Vuitton requires understanding the needs of consumers and thus recognize different
strategic elements which are essential to be involved within luxury brand image of product.
However, the intent is to understand that dimensions of customer based brand equity helps in
developing awareness among consumers and overcome counterfeit products from market.
However, Chaudhry and Stumpf (2011), argued that developing immense quality products within
firm results in overcoming the counterfeit products from market as compared to luxury goods.
Thus, it results in improving the efficiency and productivity of firm in market.
As per the opinion of (Mavlanova and Benbunan-Fich, (2010), counterfeit products are
illegal products that is being made as imitation or copying the original product in order to
influence buyers towards the same. However, such fraudulent action is being occurred by firm
that intends fraudulently passing it off as genuine. Thus, growing business opportunities and thus
results in obtaining positive brand image of firm in market. However, one of the main issue faced
by counterfeit market is that its impact on the perception of the brand image by consumers.
Through identifying the different types of counterfeit products it assists in making consumers
conscious about fake products and thus provide them quality products so that satisfaction among
target customers cab be attained. Businesses who are counterfeiting the products impose a
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negative image in market and thus improve brand image in market so that negative actions could
be avoided. Thus, it is the best way through which original products could be avoided. Through
such way it results in improving the negative aspects of products and overcome counterfeit
products in relation to deliver the best quality products to consumers and thus enhance the sales
and profitability of firm in market.
It can be assessed that the market for luxury products is very wide and thus it results in
improving the brand performance and thus helps in raising the luxury brand management
(Mavlanova and Benbunan-Fich, 2010). Thus, it is the best way through which business could
improve the performance of firm in market. Through adopting effective brand strategy it plays a
key role in the luxury market so that product or service industry could be enhanced. However, it
is significant for firm to identify the counterfeit products and thus such brand should monitor the
infringements wherever they occur in regard to be able to react swiftly so that they could
undertake effective decision so that desired activities could be attained. Additionally, brand
owners requires educating their customers and thus identify the defect within the products so that
counterfeit products should be avoided and thus results in overcoming the brands so that desired
results could be attained (Poddar, Foreman and Ellen, 2012).
Thus, it can be assessed that brand owners needs to undertake effective strategy so that
different business could not counterfeit their luxury products and thus it results in enhancing the
business performance. Hence, it is significant for business to improve the efficiency so that all
the drawbacks could be overcome and thus inform brand owners about the products which
results in improving the brand image of firm in market. Therefore, it results in developing a
strategy of dealing with counterfeit products so that brand owner could be attained in such a way
so that quality of products could be improved.
Conceptual framework:
In order to conduct the research in effective manner, below given are the conceptual
framework:
8

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is the most significant chapter of the dissertation which covers the
detail explanation related to the study under investigation. It enables researcher to collect the
data in the direction of aim and objectives and accordingly draw valid conclusion. This basically
covers, research approach, research design and data collection as well as analysis methods. This
in turn researcher can effectively conclude the findings and reach the investigation effectively.
The chapter of research methodology covers all available method but with the justification of the
selected research method for the conducting the current study. These are covered as follows-
3.2 Type of investigation
There are two types of research investigation such as qualitative and quantitative but the
selection of the most appropriate one is based on the requirement of the dissertation. The use of
quantitative method is done in analytical kind of study where researcher ensure to apply
statistical tools to reach at the aim of the investigation. The qualitative type of research useful for
deep understanding related to the topic of the study whereby research can carry out in-depth
analysis. It would be effective to develop the understanding related to concept of counterfeiting
in the fashion industry (Mackey and Gass, 2015). The main reason behind application of
qualitative type of investigation is to focus on the findings through which it becomes easy to
extract the findings effectively. Therefore, the research under consideration applies qualitative
type of investigation so as to assess the effect of counterfeiting practice and goods on the brand
image of luxurious companies. Here, quantitative research is not applied due to limitation to use
the available information where existing knowledge of the research is not valued to a great
extent. Owing to this, qualitative research is considered as the most suitable one for completing
the investigation.
3.3 Research design
The research design is selected to present the findings of the study in the form of its blue
print. This aids readers to understand the findings and frame appropriate decision accordingly. It
consists of designs such as descriptive, exploratory and explanatory which are used as per the
nature of the study. The descriptive research design is applied in the studies which involve
human being and their views as the prime input for completion of the research objectives or aim
9

(Taylor, Bogdan and DeVault, 2015). Further, with the use of descriptive research design scholar
can effectively understand the characteristics of population and their contribution in the aim and
objectives. It is helpful for selecting the most suitable technique for the collection of primary
data. On the other hand, exploratory research design is applied in the field where problem has not
been identified or discovered yet and researcher aims to explore something new. Further, it is
applied in the study to understand the cause and effect relationship in the selected research issue.
In the present research, descriptive research design has been applied in the dissertation as it
enables to determine the effectiveness of counterfeit products on brand image can be detected or
understood easily. Apart from this, the research is also able to focus on the aim and objectives of
the research with the help of descriptive design.
3.4 Research approach
Research approach reflects that set pattern of data collection with the help of two kinds of
approaches such as inductive and deductive. The deductive research moves from general to
specific by using the top-down approach. Here, scholar target to collect the general information
related to topic and then accordingly reach to the specific one. Furthermore, inductive research
approach facilitates to form new theory in accordance with specific issue and moving towards
the general phenomena (Silverman, 2016). This indicates that application of inductive approach
make it possible to provide the strong findings in accordance with issues which is being faced by
the companies regarding the counterfeit products. Thus, inductive research approach has been
applied for the completion of the current dissertation and collecting the valid information from
varied sources. This approach is selected as it is considered as the most effective and supportive
to extract valid outcome. Hence, inductive research has been applied for collection of
information and producing the valid outcome from the same.
3.5 Research philosophy
Positivism and interpretivism are two types of research philosophy which is based on
assumption, values and beliefs of the researcher. Here, positivism research philosophy is based
on certain facts and figures through which aim and objectives can be accomplished effectively.
On the other hand, positivism research philosophy indicates that own knowledge related to
particular topic can be applied by the scholar in order to accomplish the aim and objectives.
Generally, interpretivism research philosophy is applied under the quality type of research. On
the other hand, positivism research is applied due to requirement of facts and figures related to
10

particular research issue (Flick, 2015). It indicates that interpretivism research philosophy is the
most suitable. Owing to this, positivism research philosophy has not been applied due to
association of existing knowledge of the scholar related to the specific issue under investigation.
This is showing that interpretivism is the best suited research philosophy for the current study
under which researcher consider the multi-facet of single truth. This will be effective to reach the
valid outcome effectively and valid suggestions as per the research objectives in an effectual
manner.
3.6 Data collection
Data collection is considered as the most significant element of the research methodology
chapter under which researcher collect the data such as primary and secondary. These two types
of data are generally collected to produce the valid outcome of the investigation. Here, primary
data are collected first hand with specific purpose of research as they cannot be provided directly
without conducting the investigation (Panneerselvam, 2014). Several methods are applied for
collection of primary data such as interview, questionnaire and observation etc. On the other
hand, secondary sources such as journals and books and online articles are applied in order to
collect the appropriate information and producing the valid outcome out of the same.
Interview method has been used for the current study through which interaction can be
done with respondents and collect reliable information from them. It is considered as the time
consuming procedure but still use of interview methods leads to produce more reliable and valid
outcome. For this purpose, structured interview will be conducted under which questions will be
written in advance so as to save the time and get the valid input from respondents. In addition to
this, mentioned sources of secondary data such as journals, books and online articles have been
used for gathering secondary data. It is considered as the foremost aspect in order to assess direct
impact of the counterfeit products on the brand image of the luxurious products (Gast and
Ledford, 2014). Primary and secondary data are considered as provides appropriate answer for
the type research questions that are considered.
3.7 Sampling design
Sample design refers to the process of selecting the participants or population for
collection of the primary data. Basically two types of sampling such as probabilistic and non-
probabilistic but the same is applied in accordance with requirement of the investigation. The
application of probabilistic sampling is ensured for offering equal chance for all objects to get
11

selected in the study (Lushey and Munro, 2015). On the other hand, non-probabilistic sampling
is applied under the studies where researcher aims to be more specific towards the participants.
Sampling deigns covered under the both kind of techniques are simple random, quota, judgment
and snowball. Along with that purposive sampling, stratified and cluster are also used. The
current study targets customers who make use of the products and services of cited firm. Owing
to this, simple random sampling has been selected for giving equal chance for all objects to get
selected in the study. The sample size plays significant role as it represents the population. At
this juncture, 20 sample size has been taken though which views and suggestions of all related
participants can be known effectively. Respondents will be the customers of Louis Vuitton who
are loyal towards the same and referring the products of the corporation on every single time.
Hence, simple random sampling has been applied for the collection of primary data through
interview from customers of the selected corporation. These are selected as sample size as they
can provide appropriate data for the research objectives set.
3.8 Data analysis
Data analysis is the process of assessing or interpreting the collected data in accordance
with the aim and objectives. There are two types of techniques applied for analysis of the
collected data such as qualitative and quantitative. Here, the former one is applied for in-depth
analysis with the use of thematic analysis method. It would be supported from detail analysis
through which readers can easily interpret the collected information in the direction of aim and
objectives (Khan, 2014). However, quantitative type of investigation is used under the study
where researcher aims to assess impact of one variable on another. This requires the use of
statistical tools such as regression, correlation and standard deviation etc. However, as per the
demand of the current study, qualitative technique has been applied where primary information is
analyzed through the response provided by customers. At the same time, analysis part is
consistent with the secondary data which represent appropriate analysis of both gathered
information (Mackey and Gass, 2015). Hence, thematic analysis proves to be effective for
collecting the data and reaching the valid outcome.
3.9 Research limitation and ethical consideration
The current study is based on both primary and secondary data where it is important to
access appropriate sources so as gather necessary information. For this purpose, ethical methods
are followed under which respondents made clear regarding the purpose of the study and use of
12

the findings. Moreover, secondary sources were referred for the investigation and presented with
the proper citation. Though, researcher access varied site and studies to meet the research
objectives. There were certain links were not accessible and to get access to it, account was made
and information were gathered. Apart from this, proper information was provided to customers
so that they understand the main reason for conducting this research. Proper system were used so
that personal information may not be misused and the person authorised was only responsible to
access the data.
13

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Data analysis is the most important chapter which include important information related
topic of the dissertation. The study under consideration is based on qualitative type of
investigation under which research ensure to collect right kind of data so as to produce valid
outcome. The research on impact of counterfeit products on the brand image of the business,
thematic analysis has been applied for the production of valid outcome. In addition to this,
proper themes are constructed through which it becomes easy to draw valid outcome and propose
the suggestions in the direction of providing the right kind of solution for the issues which are
being Louis Vuitton. Moreover, addition of several themes proves to be effective to produce
valid outcome. Therefore, simple and thematic explanation have been provided along with the
consistency of collected both primary and secondary information.
4.2 Thematic analysis
Thematic analysis has been applied under which themes are prepared so as to determine
the right kind of explanation. For this purpose, both secondary and primary data are referred in
order to present the outcome in an effectual manner. Therefore, collations of important
information proves to be effective for the purpose of presenting the outcome in the right
direction-
Theme 1: Lack of information related to products and services is one of the reasons of the
introduction of counterfeit products
The collected information bring fourth outcome that lack of information related to
products and services is the potential reason through which counterfeit products are introduced.
For this purpose, it is important for customers to get the important information related to
products and services. This in turn customers can effectively produce the valid outcome for the
business through accessing cost effective and original products. The majority of customers stated
that misleading information allow them to refer the products and services of another business.
This might be ineffective for their investment purpose. Owing to this, it is important to take
appropriate action through which business can cope up with changing scenario and support
business in increasing higher rate of return. It has also been found that, real customers of the
business are associated with the same and they have ability to recognise the product effective due
14

to its quality and other features related price. On the other hand, some of the customers do not
have sufficient information related to products and services. Owing to this, they make wrong
decision and go for the counterfeit products. Moreover, some time some of the buyers make the
decision to purchase the counterfeit product knowingly in order to save their money. However,
brand image of the corporation like Louis Vuitton is get affected due to such kind of unethical
practices.
It reflects that majority of customers do agree with the fact the lack of information related
to available products and services has direct impact on the image of the business and thus affect
the performance of entire organization to a great extent. For this purpose, it is important to
integrate all related resources and produce valid outcome for the business by providing right kind
of information to the customers along with availability of right kind of products. It would be
effective for customers to get the detail information and accordingly make the right purchase
decision and ensure the well-being of the business as well as other related aspects of the
corporation. This proves to be effective in deriving valid outcome. Therefore, issue related to
lack of information must be resolved by the management of the business for creating competitive
edge of the business and engaging customers for longer time span. As per the objectives that set
by the research, it can be stated that there is negative impact over the business when customers
do not have proper information about the product. They make use of the fake products and they
fail to achieve expected results. The brand image of the business gets affected.
Furthermore, secondary data bring-forth the same outcome that lack off information
related branded product influence customers to buy the fake one. Owing to this, it is very
important to shed light on information pass on so as to meet the customer requirement and enable
them to differentiate between the counterfeit products and the real one (Michaelidou and
Christodoulides, 2011).
Theme 2: Consumer gets confused regarding the quality and preference of counterfeit
products
According to the collected information, it has been found that quality of product and
services are not recognised by the customers in case they are not provided right kind of
information related to products and services. They found other related resources as the effective
one so as to get their need satisfied. Owing to this, Louis Vuitton might fail to retain its irregular
customers. However, it is the fact that branded products cannot be bargained as per the desire of
15

the buyers. Hence, it is important to provide the right kind of information to consumers on right
time so as to avail them best quality products. Furthermore, business needs to integrate all
important information for the purpose of satisfying their requirement effectively and retain them
for longer time span. Furthermore, quality and preferences of products and services matter a lot.
For this purpose, it is important for the management of business to address the key issues which
are being faced by the business and accordingly provide them necessary information.
Furthermore, companies copying other products tend to behave more smartly so that customers
cannot differentiate between products and services of Louis Vuitton.
In addition to this, consumers find the product as the most effective one if they are price
conscious. This proves to be effective for fake companies to retain the customers for longer time
span. It leads to support the customers who like to have the low price product with the relatively
good price. Thus, respondents stated that it would be quite beneficial in case they are provided
clear description related to varied products and services. It enables business to cater the
requirement of customers effectively and in turn generate the positive attitude among consumers.
It leads to meet the requirement of all related customers and ensure their long term loyalty with
the business. For this purpose, company need to seek for the important information related to
varied kind of information related to company. This would be effective in order to protect the
right of customers and building the brand image of the business as well. Therefore, confusion of
customers must be resolved by offering them right kind of information and influencing them to
get the right products of the business. It leads to create competitive edge of the business and
support all related stakeholders of the business in an effectual manner. As per the objectives
developed and the analysis made, it is identified that service users are not sure about the type of
quality of products that they receive. It becomes difficult for identify the differences among real
and fake products. The interpretations make by customers may not be appropriate due to which
they do not get the quality of the product.
The information collected from secondary data reveal the same outcome and found that
customer prefer the counterfeit product just because of price cut and wide range of choice. It
makes them show off to others that they prefer the higher segment brand. Though, they pay for
the same very less. Though, loyal customers do not do the same and acquire the products in
accordance with available information for the brand (Lebel, Gagnon and Waldron, 2014).
16

Theme3: Clear communication is the effective aspect to get the positive impact on the
brand image of the firm
According to the collected information it has been found that clear communication is
very important in order to access the information related to varied kind of products and services
which are being provided by the customers. This because customers need to collect important
information so as get the right kind of product for the purpose of deriving valid outcome. This in
turn business can integrate all related resources for the purpose of achieving the long as well as
short term objectives effectively. Further, delivering the right kind of information facilitates
customers to select the best product in accordance with their requirement. This proves to be
effective in driving the valid outcome and ensuring higher level of satisfaction among them. On a
critical note, in case customers are not satisfied with the available information then it is
important to provide the appropriate detail information so as to meet the expectations of all
related customers. Furthermore, it has been found that brand image of the company like Louis
Vuitton can be created with the help of adopting right kind of communication channel. This in
turn it becomes easy to build the brand image of the business in the marketplace. It contributes
towards crating brand image of the business in the marketplace along with creation of goodwill
of the corporation in an effectual manner. Apart from this, corporation needs to ensure successful
operation in the long rm. It contributes towards creating brand image and generating positive
attitude of the customers.
Owing to this, importance of clear communication must be considered by the business so
as to ensure the application of suitable mode of communication. This in turn corporation can
create brand image in the marketplace so as to create competitive edge at international level.
Without the positive impact of clear communication it might not be possible to attract more
buyers and retain them for longer time span. Therefore, positive impact can be ensured related to
brand image which is because of clear communication only. However, customers of Louis
Vuitton found that all information are provided clear related to varied product range of the
business. However, some company take advantage without providing the information related to
specific products. It aids to provide the price benefit but ignore the quality aspect of the product
and services. From considering the objectives and analysis made, it can be stated that there are
both positive and negative impact over the brand image of the firm. In context with the positive
17

aspect, when there is clear communication from the side of company, then customers will not
tent to make purchases of fake products.
The consistency can be determined under the primary and secondary information and
found that customers must be provided right information related to products and services so as to
get the detail regarding the same. If they are provided detail then they can easily differentiate
between the fake and actual products. However, easy availability of product is also the crucial
factors and accordingly customer accept the same (Cheng, Fu, and Tu, 2011).
Theme 4: Effective promotional strategies are helpful to promote the products and services
According to the collected primary data, it has been found that role of promotional
strategies is significant in the promotion of products and services. In the current era, there are
different kinds of marketing channels such as social media, television and internet. These
important tools play significant role in creating brand image of the business. Furthermore, in the
modern era social media marketing strategies are being used in order to create attention of the
customers towards varied kind of products whether they are copied. This in turn corporation can
effectively increase sales turnover and profitability as well. Here, use of television and Facebook
as well as Twitter tends to create positive impact among customers so that products can be
promoted without any kind of barriers. This in turn corporation to ensure that customers get the
right kind of information related to each product or service. Furthermore, better promotion is
done through application of varied mode of communication such as television, internet and
Facebook as well as Twitter. It enables customers to find the most suitable products in
accordance with their preferences and ensure their retention with the business such as Louis
Vuitton. It proves to be effective in meeting the expectations of all related customers or
workforce effectively. However, social media use makes it possible to reduce the use of
counterfeit products as the customers can easily get the reviews of the products. This in turn it
becomes easy to cope up with the changing scenario. Owing to this, corporations such as Louis
Vuitton need to ensure the negative comments related to products should be addressed on right
time. This enables corporation to effectively contribute towards the long term success. Therefore,
majority of the customers stated that it is important to combine the information related social
media marketing strategies whereby customers can get the right data. Apart from this, Facebook
and Twitter can be used on a major basis whereby customers get effectively interact with each
and get to know about the issues related to purchasing procedure and other related aspects. Thus,
18

promotional tool selection is important so as to gain the attraction of buyers and provide them
effective kind of services in accordance with their desire. Thus, issue of counterfeit products is
occurred because of introduction of different kind of communication channels.
The secondary data presents the same kind of outcome and reveal that in case promotion
strategies are applied effectively then customers would reach to the right product. Otherwise,
counterfeit products can be reached easily due to detail information and marketing strategies
applied to promote the same (Gino, Norton and Ariely, 2010). In this manner, company offer the
right kind of support to customers and provide the genuine information of the product so as to
access the same.
Theme 5: Social media plays important role in dealing with counterfeit products
The collected primary data bring fourth outcome that social media plays important role in
promoting the products and services effectively. It is because customers like to access the
information which is easily available to them. It enables customers to find the detail information
regarding several kinds of products and services. It proves to be effective for the business to
meet the long as well as short term objectives in an effectual manner. This leads to derive valid
outcome and providing the sense of satisfaction among users. Furthermore, many of the
companies prepare the counter promotion messages to customers for their attraction and provide
those messages on social media only. It serves as the effective aspect for the purpose of
attracting more users and offering them counterfeit products. Owing to this, negative impact can
be seen on users who are actually referring the product which are being provided by the
corporation. It proves to be effective for businesses such as Louis Vuitton to effectively address
the issues which are being faced by the firm. It enables corporation to support the business
effectively and create goodwill in the marketplace.
Moreover, social media marketing strategies aid to attract more buyers just by adding
emotional appeal in the advertisement and focusing upon switching users form one to another
brand. This represents the application of social media marketing strategy contribute towards the
successful completion of the business related activities. In this manner business can effectively
look over the counterfeit products and accordingly take necessary action against the business
which aids to contribute towards successful operation of the business activities. On the other
hand, respondents stated that in the modern era companies like Louis Vuitton shed light on social
media marketing strategies for the purpose of creating brand image. Moreover, the presence of
19

strong marketing strategy aids to provide the right direction for the business and support all
operation activities in order to determine the strong presence in the global marketplace. There are
positive impact over the brand image of organization as with the help of social media firm is able
to clarify all the type of doubts that customers have in relation with the product.
The secondary data are consistent with the collected primary information as modern
mode of communication such as use of social media is affecting decision of customers to a great
extent. In this regard, specific brand are option suitable strategies for the purpose of raising
awareness related to original product. However, companies with counterfeit products can also
apply the same kind of strategies. Owing to this, dissemination of right kind of information is
important (Fiori and Andrisano, 2014).
Theme 6: Competitions analysis can be conducted effectively use to introduce replicate
products
The collected primary information bringfourth outcome that majority of the respondents
are satisfied with the effect of replicate products. It is because they are provided products and se
vices in relatively less price. For this purpose, companies need to conduct the detail analysis of
all related activities whereby it becomes easy to integrate all related resources and business can
work in the upward direction in order to speed up the operational aspect. By the use of
competitors’ analysis corporation come to know about the fact that what strategies are being
applied them for gaining attraction of all related parties. It is because corporation like Louis
Vuitton will come to know that what appropriate aspect can be implemented so as to reduce the
impact of counterfeit product on the brand image of the business. However, firm will
communicate regarding the major activities of competitors among the other customers of the
business. In this manner, contribution of competitors’ analysis plays significant role in the m
marketplace through which it becomes easy to grab the attention of buyers. This will be effective
for business to protect the strong brand image and increase the political influence of the business
on other related parties. It leads to ensure successful operation of the business and higher rate of
return for other major stakeholders such as customers, business partners and shareholders etc.
Theme 7: Market survey is helpful to understand the perception of customers
The collected primary data bring fouth outcome that market survey contribute towards
understanding the perception of the customers related to varied products and services. Under
this, marketing department of Louis Vuitton can work to understand the reason behind replicate
20

products. It would be effective to enhance the satisfaction level of buyers and generate positive
attitude among them related to best offer of the business. On the other hand, data collected from
different department proves to be effective in deriving valid outcome as it leads to ensure
successful operation of the business with the greater market share. Similarly, application of
market survey helps business to get the information whether the counterfeit products available in
the marketplace and affecting the brand image of the business or how it is influencing buyers. In
addition to this, collection of valid information contributes towards the successful operation of
the business due to its contribution in the protection of brand image and meeting the expectations
of all related stakeholders. In this manner, brand image is protected with the active action if the
business and corporation can effective retain buyers for longer time span. Therefore, majority of
the customer stated that feedbacks provided by them can be proved as the most beneficial aspect
in order to understand the perception of consumers. It has positive impact on brand image of the
business. This in turn firm creates its brand image and accordingly ensures the successful
expansion at global marketplace. As per the objective that are developed, it can be stated that
preference of customers can be identified with the help of survey. This way the requirements can
be analysed and steps can be taken to overcome the problems.
Theme 8: Loyalty program can be used to create brand image of the business
According to the collected primary information, it has been found that Louis Vuitton can
apply successful brand loyalty program. Such kind of program tends to increase the attention of
customers towards the varied products and services of the business. There are several types of
loyal customers of Louis Vuitton who have keen interest towards the product and services either
in case of price, quality and variety of products and services. This in turn business needs to
integrate all related resources and support other parties for the protection of right kind of
information in an effectual manner. Furthermore, loyalty program generate the interest among
users related to products so they can effectively contribute towards the business organization. In
addition to this, loyalty program can be used in order to grab the attention of large number of
buyers. This leads corporation to retain the customers for the long time and contribute towards
the long run survival of the business. Moreover, Louis Vuitton can effective focus on the brand
image with the help of right kind of loyalty program such as club card etc.
The information collected from secondary data are consistent with the primary one as
loyalty program is helpful to increase the brand image of the business. It is because a customer
21

who is loyalty towards brand would not like the quality and other relate features of company
which provide the counterfeit products (Lebel, Gagnon and Waldron, 2014).
Theme 9: Brand image of the business can be created with the updation of products
The collected primary data bring fourth outcome that customers need continuous
updating in the products and services so as to get their need satisfied effectively. It is effective
for the corporation to address the issues which are being faced by counterfeit products. For
example, the counterfeit products affect the operation of the business due to different views of
the business. It assists firm to integrate all related resources as customers will be highly satisfied
with the use of right kind of products and services. It enables firm to shed light on specific
requirement of the buyers and accordingly enable them to access good quality of products.
However, majority of the customers are focusing on the new products and variety of the same. In
addition to this, customers remain loyal only when their issues are addressed effectively.
Therefore, firm can focus on the specific requirement of the customers. Owing to this, customers
can be satisfied only with the great offering of the products and services. This leads to ensure
successful operation and higher level of satisfaction among users. This is showing that
continuous updating is necessary in the products and services. This would have positive impact
on the brand image of the business.
22

CHAPTER 5: CONCLUSION & RECOMMENDATION
5.1 Conclusion
The aforementioned report concludes that counterfeit product must not be introduced in the
market. It can be made possible only with the help of application effective practices such as clear
communication and consistent flow of information among the important parties. It can be made
possible with the help of objectives under which the first one is “To investigate the original
brand consumer’s perceptions on counterfeit Louis Vuitton products” and found that plenty of
customers are referring the similar products. It enables corporation to grab the attention of buyers
and force them to buy the cheaper products so as to cater the requirement of all related parties
effectively and produce the valid outcome. As per the type of perception that are carried by
customers, it identified that they prefer to make use of the products that are delivered to them at
high quality or durability. There will be customers who may prefer to make purchase of
counterfeit products when they focus is just on getting the product. The major issue with the
customer is related to identical aspect under which they feel happy to get the relatively low price
products for the purpose of getting higher level of satisfaction. However, several companies are
copying the products and services of businesses such as Louis Vuitton so as to increase the
customer base and supporting the corporation to achieve higher rate of return. This facilitates to
derive valid outcome and support corporation in creating competitive edge of the business. On
the other hand customers find the product is less attractive the brand image is affected. However,
corporation to need to focus on the right kind of strategies whereby it becomes possible to retain
the customers for longer time span. In addition to this, customers of Louis are loyal and
accordingly it is very important to focus on the specific strategies so as to retain the buyers. In
addition to this, counterfeit products of the Louis is not affective for the loyal customers they do
not like to get the copied products. Hence, strategies must be lined up effectively so as to
produce the valid outcome and supporting the business to create the brand image in the
marketplace. Therefore, it can be concluded that loyalty customers do not switch to another
brand and like the one offered by the original company only due to their higher level of
satisfaction with the associated brand.
The objective “To investigate the both positive and negative factors affecting brand image
of Louis Vuitton products.” has been achieved with the help of getting the information related to
23

varied positive and negative factors related to the brand image of the business. It has been found
that counterfeit products have the negative impact on the performance and brand image of the
business. It assists corporation to follow the right kind of strategies so as to attract more
customers. In addition to this, counterfeit products are mostly offered on the social media under
which management can effectively focus on the customers who are switching towards the brand.
Moreover, some products are considered as the ineffective due to low rate of return of the major
company Louis. This leads to attract large number of buyers and support corporation to create
competitive edge in the marketplace. Apart from this, it has been found that a counterfeit product
tends to affect the reputation of the business to a great extent. For example, some products are
copied by other competitor and in case they do not provide right quality of products, then the
actual brand image of the business get affected. However, loyal customers of the brand do not
feel good when others get the same kind of products in relatively less price. The rate of sales that
were expected by the client is not attained and thus profitability gets reduced. However, some
celebrities prefer to get the specific brand of the Louis they feel the sense of dissatisfaction when
they are not provided right kind of products and services in accordance with requirement. It is
because they face issue related to show off as all are considered under the same category. For
this purpose, it is very important to shed light on the specific requirement of the customers and
provide the significant difference in the actual and counterfeit products. Owing to this, strategies
related to introduction of counterfeit products tends to have the brand image to a great extent. It
assists business to take the corrective action as per the requirement and accordingly address all
related issues of the business so as to cope up with changing scenario. This aids to support the
related stakeholders as they do not feel they find issue in the luxury brand in which they are
investing. Thus, it can be concluded that factors such as loyalty, communication and quality are
some factors which positively and negatively affect brand image of Louis Vuitton products.
When the product purchases are fake by customers and they do not get to know about it, then it
may develop negative impact over the brand image when the purchased product does not work as
it was expected by service users.
Third objective of the study ”To identify the effects of counterfeit Louis Vuitton products
on original Louis Vuitton products brand image” is achieved with the collection of both
primary and secondary data. It has been found that, counterfeit product are affecting the
customer base of Louis to a great extent. This is because customers start preferring other
24

products which in turn they face issue related to price and quality. Owing to this, they need to
select another kind of product which can be offered in relatively less price. Customers who are
aware of counterfeit products do understand that the quality of product that they will get cannot
be compared with the original product. On the other hand, for the customers who are not aware
of counterfeit products will develop negative perception for the firm that originally provide those
products. Such kind of aspect have direct impact on the brand image, firm face significant issue
related to create competitive edge in the marketplace. In addition to this, customers get affected
due to low quality of products as they get dissatisfaction due to inferior quality of products and
services. For this purpose, it is important to shed light on the brand image of corporation by
using appropriate kind of aspects or strategies. Moreover, some customers admire to get the
costly products just to show off. In this context, use of counterfeit is effective for them as they
can effectively show of related to their brand. It contributes towards the success of the business
and accordingly create the competitive edge for raising awareness among related customers or
parties. It can also be concluded that in case counterfeit products are introduced then customer
start switching to another brand which care for the buyers and provide the special treatment to
purchase the product from the specific brand. This would be effective in support the corporation
to a great extent and providing the right kind of environment for stakeholders as well as other
related parties. However, negative brand impact is created with such kind of unethical activities
which merely give satisfaction to the price conscious buyers as it provided in the relatively less
price. Therefore, application of counterfeit products violates the right of loyal customers and
their loyalty gets affected on the buyers. Owing to this, companies must take appropriate action
so as to effective address the issues which are being faced by the customers. Not only get this but
sales turnover and profitability as well as brand image of the business gets affected. There are
high negative impact of counterfeit products on luxury brand image as the rate of sales and
profitability gets reduced. Individuals are not able to make differentiation between real and fake
products. This causes serious losses for the product as fake product act as substitute for
customers.
Apart from this, companies also face issue in expanding the business just because of the
issue related to poor brand image and negative impact of the same on the customers. In this
manner, conclusion can be drawn that counterfeit Louis Vuitton products has negative impact on
the brand image as they do not hold the same property as the original one.
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5.2 Recommendations
It can be recommended that businesses producing luxury good requires to maintain
effective brand image in market so that desired results could be attained. However, it is
significant for them to identify the counterfeit products on original products and thus helps in
improving the brand image of firm in market. Therefore, luxury goods are generally copied and
replicated to produce counterfeit products and thus replace the original products produced by
firm. Therefore, it is essential for firm to improve the brand image in market and thus improve
the sales and profitability of firm in market. Also, it is being recommended that business owners
are required to undertake effective practices and thus helps in improving the brand image so that
it effects upon the counterfeit products and thus influence the performance of firm in market.
Also, it is essential for them to undertake effective approaches which aims to improve the brand
performance of firm in market. Therefore, it is suggested that business should undertake
effective practices which focuses upon developing effective brand image so that it does not
impact upon the performance of firm in market. Thus, it identifies the counterfeit products and
original products so that satisfaction level of customers could be improved. Also, it is crucial for
business to adopt effective policies and regulations that impacts upon the brand performance of
firm in market. Thus, it is significant for organization to adopt effective strategies and thus
results in overcoming the strategies so that better results could be attained. As per the cited firm
that is Louis Vuitton should make use of social media as it provides the opportunity to have
direct interaction with customers. Management can provided services users proper information
about the counterfeit products and the type of services that are delivered by the firm. This way
the rate of issues that are faced by customers due to fake products can be reduced.
Moreover, it is also being recommended that effects of counterfeit products on original
product brand image. Thus, it is crucial for firm to undertake effective tactics and thus results in
improving the performance of firm and thus overcome their deficiency so that best results could
be attained. Identifying the counterfeit products upon original products it is essential for firm to
enhance its brand image so that desired results could be attained. Counterfeit products results in
developers both positive and negative effects upon firm and thus it needs to be assessed that
original products are more preferred by consumers as compared to counterfeit products.
Therefore, it can be evaluated that counterfeit products decreases the brand equity of firm in
26

market. Therefore, it is the best way through which adopting effective strategy results in
improving the efficiency so that appropriate outcomes could be attained.
Further, it is also suggested that counterfeit products negatively influences and thus
decreases the brand image of firm within retail market. Also, they adopt effective product
category so that it could be assessed that which is being largely influenced by consumers and
thus impacts upon the performance of firm through introducing original products. Hence, it is the
best way through which counterfeit products should be avoided from market and thus results in
improving the performance of firm and therefore results in carrying out desired outcomes.
Therefore, it is considered as effective approach through which counterfeit products could
damage the brand image of firm and therefore, results in enhancing the performance of firm in
market.
Further, major focus should be on providing Louis Vuitton to convey information about
the type of products that they deliver. In counterfeit products, customers face issues in order to
identify the difference and thus customers make purchases of the counterfeit products. In this
context, advertisement of the products should be made in such a way that customers get to know
more about the products and do not make purchases of counterfeit products.
Further, it is suggested that economic impact of counterfeiting would impact upon the
worldwide market. Therefore, it is significant for business to undertake effective practices so that
businesses could mutually agree to undertake effective practices and thus results in improving
the efficiency of firm so that desired results could be attained. It is also considered as one the
main challenges to the brand owners and manufacturers and thus impact upon the counterfeit
products. Therefore, it is essential for business to develop original products as compared to
counterfeit products and therefore, results in affecting the business performance. Hence, it is the
best way through which operations of firm could be attained.
Above all, it can be suggested that Louis Vuitton should not be counterfeit as it affects
the brand performance of business and therefore results in impacting the organizational success.
Therefore, it results in influencing business success and thus results in raising the brand image of
firm in market. Also, it is one of the main challenges that assesses that brand owners gets
impacted through the introduction of counterfeit products and therefore it impacts upon the brand
performance of firm in market.
Future research:
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For conducting research in the future that are different areas that can be considered.
There are many countries around the world that are facing issue in relation with counterfeit
products. In this context, similar research can be conducted determining other countries. Further,
the type of perception that are carried by customers will also be different and it will also enable
to determine the strategies that are applied by companies to overcome this type of problems.
28

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APPENDIX: INTERVIEW QUESTIONNAIRE
1. What do you consider the main reason of introduction or selection of counterfeit products?
2. Do you think that consumers get confused in the quality or preferences of the products and
services?
3. How the introduction of counterfeit products can be reduced to create the brand image of the
business?
4. What kind of promotion strategies are used to promote the products and services of luxury
brands?
5. Do you think that social media is helpful in dealing with counterfeit products?
6. What can be effective aspect to reduce the chance of counterfeit products?
7. Do you think that market survey is effective to understand the perception of customers?
8. Do you think that loyalty program can be used to retain customers and create the brand image
of the business?
Transcript
Question 1
6 respondents: Lack of information
1 respondent : Ineffective marketing strategy affect the brand image of the business
2 respondents: Do not have any idea about this
3 respondents: Wrong selection of media
Question 2
5 respondents: no
10 respondents : Yes
Question 3
6 respondents: Clear communication
5 respondents: Good marketing strategy
6 respondents: Combination of several marketing media
Question 4
6 respondents: All kind of
3 respondents: Do not know
8 respondents: Facebook and Twitter as well as Pinterest
Question 5
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18 respondents: Yes
1 respondents: No due to higher cost of marketing and easily copying of the advertisement by the
fake companies
Question 6
14 respondents: Competitors analysis
3 respondents: Clear information and timely updation
Question 7
6 respondents: Market survey
8 respondents: Giving importance of customers feedback
Question 8
9 respondents: Loyalty program
5: Others like discounting strategies
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Justification of questionnaire:
1. The question selected provides information about the main reason due to which
customers purchase counterfeit products.
2. One of the reasons that are identified in which customers get confused for selection of
fake products is due to getting confused for the real product.
3. When customers have proper information about counterfeit, then the rate of issues faced
can be solved. This question also determine the rate of information that they have for the
real and fake product.
4. This question can help in knowing the preference of customers through which
information will be effective.
5. Specifically, the effectiveness of social media is identified in which it shows that the rate
of issues with fake products can be solved.
6. It will enable to determine the strategies that can be applied for reducing the purchases
made for counterfeit product.
7. From this question the understanding that customers have in relation with counterfeit
products can be identified.
8. Among one of the strategies loyalty programs are determined and this will enable to
know whether loyalty programs are effective.
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