Copycat brands confusing shoppers

It has recently been claimed that many shoppers are getting confused and even conned as a result of copycat brands of a variety of products hitting the shelves.

According to reports shelves are now lined with cheap copycat versions of all sorts of products, ranging from food items to beauty products, toiletries, and households goods. The study was carried out by the British Brands Group, which said that many people were buying copycat brands by accident instead of the real thing.

The study showed that around one third of consumers have actually purchased cheaper copycat brand products whilst under the impression that they were buying the well known brand version of the items.

This is because the colouring and the writing on the packaging of the copycat brands have been made to look very similar to that on the well known brand version of the items, resulting in consumers thinking at first glance that they are buying the well known brand.

The British Brands Group is now calling for legal action to be taken, stating that supermarkets and retail outlets are trying to cash in on the success and popularity of well known brands by copying their packaging in a bid to dupe consumers.

Around 65 percent of the people that were polled as part of the study said that the similar packing of cheaper copycat products and well known brand name products could be confusing.

An official from the BBG said: ‘This research proves what we have known for a long time – products that hijack established brand identities trick consumers into buying them. More than ever in these difficult economic times, shoppers need both value for money and the reassurance that comes from buying a brand which they trust will deliver on its promises. Exposing consumers in such a blatant way to misleading alternatives demonstrates a cynical approach.’

Tags: buying, beauty products, consumer shopping, copycat, legal action, trade, colouring