Determinants Of Consumers’ Perception Towards PIRATEDirated Products; The Case Of Social Entrepreneurs And Marketers In Music Industry
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Editura „IndependenŃa Economică”,
Abstract
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Music is generally viewed as a platform for preaching and imparting social values. As a result of this,
entrepreneurs in music industry seem to have succeeded in branding themselves as social entrepreneurs. They
engage business models as well as profit-making strategies in championing and/or promoting societal values.
Unfortunately, piracy has been a major clog in their business wheels. The study explored the possible
determinants of consumer attitude toward pirated products in music industry. Interviews were conducted to
explore these possible determinants and two of these determinants were subjected to hypothetical tests. The
study revealed that price of the product and the state of the economy has significant effects on consumer attitude
towards pirated products. Based on the findings, it was recommended that government should provide enabling
environment for the social entrepreneurs in music industry
Keywords
H Social Sciences (General)