Consumers knowingly buy counterfeit products for different reasons. According to a study conducted by Swami et al. (2009), half of the people questioned in a survey would knowingly buy counterfeit products. Men are more likely to buy pirated CDs while women prefer to buy counterfeit clothing and accessories, that is, counterfeit luxury products like a fake Louis Vuitton bag or Chanel clothing for example. The studies also showed that younger participants are the ones buying counterfeit products, while older ones believe that counterfeiters should be punished. Furthermore, buyers of counterfeit luxury goods can be classified into two groups: the “savvy buyer”, that is, consumers who buy a counterfeit that is comparable to the original but is also superior in price. The second group consists of those who buy counterfeits at a lower price but notice that they are not the original. (BA, Brand Management, course notes,