GCC consumers’ generation and luxury counterfeit consumption

Résumé En

Research suggests a negative correlation between consumer age and counterfeit consumption,explained by younger consumers’ lower income and different values. This study explores thisculture-based explanation further by controlling for differences in income. An exploratorypilot study reveals an unexpected positive correlation between age and counterfeitconsumption in the GCC countries. Drawing on the functional theories of attitudes (Katz,1960), a qualitative study of 25 GCC female consumers is then conducted to examine thepsychological functions served by consumers’ attitudes toward genuine and counterfeitluxury goods. A clear distinction emerges between the pre-oil and the post-oil generations.The pre-oil generation’s attitudes serve more utilitarian and ego-defensive functions, whilethe post-oil generation’s attitudes serve more hedonic and social-adjustive functions. Theseresults suggest that public policy makers, luxury brand managers fighting counterfeiting, andmanagers dealing with GCC nationals should tailor their segmentation, communication andoverall strategy according to the generation targeted.