COUNTERFEIT GOODS MARKET: THE CONTENT ANALYTICS AND METHODS OF CONSUMER PROTECTION

The problem of the production and sale of counterfeit product poses a real threat to the economy, both globally and locally. Counterfeit product in the process of their consumption and disposal can pose a threat to the health and life of consumers. That is why the protection of consumers' rights when buying counterfeit product is relevant and requires a thorough study. This article provides an analytical review of the market for counterfeit product and an analysis of existing methods of protecting consumers' rights when a counterfeit purchase is detected. It has been established that in spite of governmental efforts to combat counterfeiting, the market for counterfeit and substandard product continues to grow. The categories of products with the highest level of adulteration have been identified. The main methods of protection of consumers' rights in case of detection the fact of purchasing of counterfeit product at the state level are specified. The article analyses legal methods aimed at preventing the production and sale of counterfeit product. It has been established that the instruments of state regulation against the production and sale of counterfeit products are insufficient. It is acknowledged that displacement of the focus in the fight against counterfeiting from legal methods to the application of marketing management methods to the consumption of counterfeit product in the market will reduce the severity of the problem. It is indicated that marketing methods of anti-counterfeiting are currently used by commodity producers, but they are scattered and unsystematic and therefore require further systematisation and planned application. The methods of combating counterfeit products and the procedure for their implementation have been discussed. The results of the research indicate the relevance and necessity of applying the suggested methodology of marketing management of consumer demand in the market of counterfeit products as one of the elements of protection of consumers from counterfeit products.