Imitation in the toy industry: perception and purchase intention of LEGO copycats by Ukrainian shoppers

The purpose of this thesis is to investigate the perception of LEGO copycats in comparison to the original brand products by Ukrainian shoppers and factors influencing the purchase decision. Based on the results of two qualitative studies, focus groups and semi-structured in-depth interviews, this thesis defines factors that can positively influence the perception of the LEGO brand and motivate to purchase its toys. Factors reinforcing the perception are quality, relevance for children, education, and family building culture. The research of this thesis also emerged factors impacting the purchase intention: product involvement, product familiarity, brand sensitivity, brand loyalty, price sensitivity, LEGO investment, gifting, and spontaneous purchase. These findings are illustrated in the developed model of shoppers’ perception and purchase intention.