Abstract

of the infringement and its impact on consumer satisfaction. We offer ourselves to assess the level of perceived risk of counterfeit medicines among consumers. Indeed, this study was conducted on the basis of a questionnaire to a sample of 250 people. We had a dependent variable frequency of purchase. Purchase frequency was explained by the perceived risk factor initially been apprehensive; this factor comprising a number of variables all inspired by the literature review. Drawing on the methodology of Mallet (2004), we conducted an analysis at two levels, namely descriptive and explanatory. Descriptive analysis showed that the variable that best assess the risk is felt Risk incurred. Estimating a multinomial logistic regression, it appears that users do not perceive significant risks associated with the use of counterfeit drugs. In addition, the perception of risk is not sufficient to explain the frequency of purchase of counterfeit medicines. It would be possible for organizations that protect the rights of consumers to focus on the risks to alert consumers to significantly reduce the purchase and the consequences associated with the use of counterfeit drugs1.