Global Brand Council Poll

Project: 141105
N Size: 1,811 Registered Voters
Margin of Error: +/- 2.3%
November 13-16, 2014

GBC Data Report

V1.

Are you registered to vote at your present address, or not?

Yes

V2.

100%

Are you absolutely certain you are registered to vote at your present address, or is there a
chance your registration has lapsed?
Absolutely certain you are registered

100%

GBC BRAND QUESTIONS

Next, we are going to ask you a series of questions about your online interactions as a consumer. For the
sake of this survey, please note that all online purchases reference interactions and transactions made
by a consumer online with either a retailer, website or reseller.
Please keep in mind that this survey is entirely anonymous, and your honesty is appreciated.
B1.

Thinking about how technology savvy you are, would you consider yourself to be
Expert/Advanced
Intermediate/Novice

37%
58%

Expert
Advanced
Intermediate
Novice

9%
29%
41%
16%

Dont Know/No Opinion

5%

Page | 1

B2.

B3.

And, on average, how often do you make purchases online?

Daily/Weekly
Monthly/Yearly

26%
66%

Daily
Weekly
Monthly
Yearly

3%
23%
47%
19%

Do not make online purchases

8%

How likely are you to purchase each of the following items through an online retailer for the
holiday season?

Very
Likely

Somewhat
Likely

Not Very
Likely

Not At
All
Likely

DK /
No Op.

Clothing & Apparel

33%

37%

12%

16%

3%

Luxury Goods

11%

26%

21%

37%

5%

Personal Care
Hygiene Products

15%

24%

21%

37%

3%

Consumables (items
that get used up)

15%

29%

21%

31%

5%

Automotive Parts,
Goods, & Accessories

10%

20%

22%

44%

4%

25%

38%

13%

20%

4%

11%

16%

21%

48%

4%

Consumer
Electronics
Medicines (products
for the treatment or
prevention of
disease or injury)

Page | 2

B4.

Where do you buy these goods when shopping online?

Manufacturer
Website only

Online
Retailers
(Amazon)

Marketplace
(eBay)

Clothing &
Apparel

Manufacturer
or certified
reseller

Anywhere Do not
that has purchase
best price
online

13%

14%

22%

4%

27%

20%

Luxury Goods

9%

8%

17%

2%

22%

42%

Personal Care
Hygiene
Products

6%

8%

18%

2%

20%

46%

Consumables
(items that get
used up)

5%

8%

20%

3%

23%

41%

Automotive
Parts, Goods,
& Accessories

5%

10%

13%

4%

20%

48%

Consumer
Electronics

7%

11%

30%

4%

27%

21%

Medicines
(products for
the treatment
or prevention
of disease or
injury)

7%

10%

11%

1%

13%

57%

Page | 3

B5.

When purchasing the items below, how important is buying the specific brand you trust for the
following items?
Very
Important
22%

Somewhat
Important
41%

Not Very
Important
21%

Not At All
Important
9%

DK /
No Op.
6%

Luxury Goods

30%

31%

12%

9%

18%

Personal Care Hygiene

Products

25%

38%

17%

8%

12%

18%

37%

24%

9%

12%

21%

35%

16%

8%

19%

38%

40%

8%

7%

7%

37%

28%

12%

7%

16%

Clothing & Apparel

Consumables (items that

get used up)
Automotive Parts, Goods,
& Accessories
Consumer Electronics
Medicines (products for
the treatment or
prevention of disease or
injury)
B6.

What do you do when your preferred brand is not in stock or the selection/size you seek is not
available at your favorite site online?
I go to a brick and mortar store
I look for preferred resellers online on
the manufacturer website
I switch to other online Retailers (i.e.
Amazon)

23%
5%
23%

I search an online marketplace (i.e. eBay)

4%

I search for sites that offer the item

15%

All of the above

None of the above

18%
11%

Page | 4

B7.

How important is it to you that the brand you buy online is genuine / not counterfeit for each of
the following categories?
Very
Important
52%

Somewhat
Important
26%

Not Very
Important
10%

Not At All
Important
4%

DK /
No Op.
8%

Luxury Goods

57%

16%

6%

4%

16%

Personal Care Hygiene

Products

53%

23%

8%

4%

13%

Consumables (items that

get used up)

49%

23%

10%

5%

13%

Automotive Parts, Goods,

& Accessories

54%

19%

6%

4%

16%

67%

16%

5%

4%

8%

64%

13%

4%

3%

15%

Clothing & Apparel

Consumer Electronics
Medicines (products for
the treatment or
prevention of disease or
injury)
B8.

Do you believe that counterfeit goods are a problem currently impacting the U.S. economy?
Yes, Major Problem
Yes, Minor Problem
No, Not a Problem

36%
44%
8%

Dont Know / No Opinion

12%

Page | 5

B9.

Now, thinking about your vote in 2014 for federal offices such as U.S. Senate or Congress,
what would you say is the top set of issues that is motivating your vote?
Economic Issues like taxes, wages,
jobs, unemployment, and spending

42%

Health Care Issues like the 2010 health

care law, Medicaid, other challenges

16%

Security Issues like terrorism, foreign

policy, and border security

15%

Seniors Issues like Medicare and Social

Security
Education Issues like school standards,
class sizes, school choice, and student
loans
Womens Issues like birth control,
abortion, and equal pay

10%

Other
B10.

6%
5%
6%

When you think about safety & health concerns, that a counterfeit item could malfunction and
cause unsafe conditions, how much concerning are these issues for each of the individual
categories detailed below?
Very
Concerning

Somewhat
Concerning

Not Very
Concerning

Not At All
Concerning

DK /
No Op.

Clothing & Apparel

26%

35%

26%

7%

6%

Luxury Goods

33%

29%

20%

7%

11%

55%

27%

8%

3%

7%

47%

29%

13%

3%

8%

57%

24%

7%

3%

9%

Consumer Electronics

48%

33%

10%

3%

6%

Medicines (products for

the treatment or
prevention of disease or
injury)

75%

12%

4%

2%

7%

Personal Care Hygiene

Products
Consumables (items that
get used up)
Automotive Parts, Goods,
& Accessories

Page | 6

B11.

And, thinking about each of the following categories, please indicate how important each one is
to your decision making process when making online purchases

Product is Not
Counterfeit / Genuine
Product is Safe
Product Works as
Advertised
Product is Safe for
Children
Product has Lowest Price

B12.

Very
Important

Somewhat
Important

Not Very
Important

Not At All
Important

DK /
No Op.

60%

28%

6%

1%

5%

79%

14%

2%

1%

4%

77%

16%

2%

1%

4%

64%

17%

8%

5%

7%

36%

46%

10%

3%

5%

When shopping online, how much more would you be willing to pay to guarantee that an item is
genuine / not counterfeit
As much as it takes

B13.

10%

A lot more (25%-50%) than the cost of

the item
Somewhat more (10%-25%) than the cost
of the item
A little bit more (5%-10%) than the cost
of the item

15%

Would not pay extra for this

43%

7%

24%

Have you ever bought counterfeit for a brand name item either online or offline?
Yes, have bought counterfeit item
No, have not bought counterfeit item

18%
82%

Page | 7

Ask if bought a counterfeit item

B14. Thinking about your purchase(s) of a counterfeit item, would you describe the item as
substandard? That is, did the item function improperly or did you encounter any safety risks
as a result of your usage of the item? (N=322)

B15.

B16.

Yes, Substandard
No, Not Substandard

52%
30%

Do not recall

18%

Whose responsibility is it to protect you from counterfeit goods online? Ranked by % Total
My responsibility
The manufacturer
The Government
Payment Processors & Shippers
Search Engines

30%
15%
10%
7%
3%

All of the above

None of the above

32%
5%

When you think about the issue of counterfeit goods, what would you MOST like to see
happen? Ranked by % Total
Consumer education

15%

More pressure / trade sanctions on

foreign trade partners

9%

Pass stronger laws in the U.S.

9%

Secure our borders

7%

Better fund law enforcement and border

security forces
Private cooperation initiatives (i.e. Safe
Pharmacies, CreditCard Portals)

5%
5%

Enforcement at home

4%

All of the above

None of the above

41%
5%

Page | 8

B17.

Below are some concerns that have been raised about counterfeit products. Please indicate
below your TOP TWO concerns Ranked by % Total
Sellers of counterfeit are linked to other
crime like human trafficking and drug
trade
Counterfeit items can be dangerous /
unhealthy
Counterfeit jobs cost American Jobs
Sellers of counterfeit items can steal
identities & credit cards online
Proceeds from counterfeit support
organized crime
All of the above
None of the above

36%
33%
29%
10%
4%
18%
25%

Page | 9