摘要：This study aims at analyzing the elements associated with the consumption of counterfeit products of established brands. In this sense, have the following objectives: (a) discuss the role of brands in consumer society, (b) identify the reasons for consumers when buying counterfeit goods, (c) examine consumption as a result of the habitus. For this purpose, we used a qualitative approach through interviews conducted with 120 subjects frequenting popular shopping malls and / or consumers of counterfeit goods. For analysis purposes, these subjects were divided into three main groups according to their consumption preferences: consumers of products of famous brands, consumers of products of common brands, consumers of counterfeit goods. It can be concluded by means of claims collected, that the behavior of buying fake products of famous brands is developed by an inability to identify the rational reasons to buy, because they are in terms of becoming unconscious, therefore, inaccessible. The motivation to purchase is symbolic and there is a functional explanation for the act of purchase. The symbolic implies something unknown and hidden, which makes it a matter of controversy and/or assumptions.
关键词：Consumer behavior;Counterfeit products;Brand;Comportamiento del consumidor;Los productos falsificados;Marca;Comportamento do consumidor;Produtos falsificados;Marca
