DETERMINANTS OF CONSUMERS’ PERCEPTION TOWARDS PIRATED PRODUCTS; THE CASE OF SOCIAL ENTREPRENEURS AND MARKETERS IN MUSIC INDUSTRY

Ayodotun Ibidunni, Borishade Taiye (), Dirisu Joy () and Ogunnaike Olaleke ()
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Borishade Taiye: Department Of Business Management, Covenant University, Ota, Ogun State, Nigeria
Dirisu Joy: Department Of Business Management, Covenant University, Ota, Ogun State, Nigeria
Ogunnaike Olaleke: Department Of Business Management, Covenant University, Ota, Ogun State, Nigeria

Management Strategies Journal, 2015, vol. 29, issue 3, 66-76

Abstract: 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: piracy; consumer attitude; social entrepreneurship; marketing; music industry (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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