Effects of counterfeit products on sales of original beverage products: A case of Zambia’s leading beverage producer
Patricia Mukuka Muchinda, Dr. William Phiri
The study sought to establish the effects of counterfeit products on sales of original beverage products. A case study research design was employed in order to obtain deeper insights and better understanding on the subject under investigation. The targeted population included Management from a leading Beverage Company, Officers from the Zambia Police Intellectual Property Unit and consumers. Questionnaires and structured interviews were used to collect both qualitative and quantitative data. The data was analysed using themes and Microsoft excel for qualitative and quantitative data respectively. The findings of the study revealed that there is a regular flow of counterfeit beverage products on the Zambian market. The research further showed that due to consumers’ fear of buying counterfeit beverage products, their purchasing power of the original products equally reduced. The study furthermore revealed that counterfeit products on the market, negatively affected the Beverage Company’s sales of original products. Based on research findings, the following recommendations emerged: 1. Government through the Zambia Police should allocate more technical, financial and human resource in the fight against counterfeiting products. 2. Beverage Company should put in place a sensitisation campaign to educate the consumers on the unique features to distinguish the original products from the counterfeit. 3. Beverage Producing Company should re-design its security features on the packaging materials and ingredients used in the production of beverage products.