Consumers knowingly purchase counterfeit products for several reasons. According to a study conducted by Swami et al. (2009), half of the respondents in a survey would knowingly purchase counterfeit products. Men are more likely to buy pirated CDs, while women prefer to buy counterfeit clothing and accessories, i.e. luxury counterfeit products such as a fake Louis Vuitton bag or Chanel clothes. Studies have also shown that younger participants purchase counterfeit products, while older participants believe counterfeiters should be punished. Besides that, buyers of counterfeit luxury goods can be classified into two groups; “the wise shopper” or the consumer who purchases a counterfeit product comparable to the original but also of a higher price. The second group consists of those who buy counterfeit products at a lower price but notice that it is not the original one. (BA, Brand Management, handouts,