consumer awareness of enforcement of intellectual property rights. a case study of nairobi county, kenya.

Abstract

ABSTRACT

Intellectual property rights has been a growing topic of discussion among inventors and organisations that seek to protect their brands and consumers. Intellectual property rights has received little attention in research in spite of its development, scope and consequences. The study adopted descriptive survey research design. The study used both qualitative and quantitative techniques in analyzing data. Factor analysis and correlation analysis were used to determine the relationship between the independent variables. The study found out from a response rate of 74.2%, legislation, popularity of a brand, pricing strategy and various perceived risks had influence on the in influx of counterfeit. The components identified as important in regard to legislation were weak enforcement of the anti-counterfeit law and ambiguity of the definition of intellectual property rights degree of popularity of a brand was found to influence the willingness to purchase counterfeit products. Consumers were found to buy counterfeit over genuine ones if there existed a price advantage. It was also found out that consumers take into consideration the influence of various perceived risks in the decision-making process to purchase counterfeits.