Counterfeiting of trademarked products is an increasing problem in national and international trade. The OECD report of 2008 estimates the volume of international trade in counterfeit and pirated products at USD 200 billion per year. These studies did not include the value of products distributed domestically and via the Internet. Given these distribution channels of counterfeit and pirated goods value of the market may double. This significant economic phenomenon occurs in both less developed and well developed countries. The International Anti Counterfeiting Coalition (IACC) estimates that 5-7 percent of world’s trade is in illegitimate goods. In the medium term this problem is estimated to increase up to several thousand percent. From the consumer’s perspective, counterfeiting can be either deceptive or non-deceptive. The demand side of counterfeiting is the actual forces behind this counterfeiting trade. Deceptive counterfeiting involves purchases where consumers are not aware that the product they are buying is a counterfeit. This aggravating market pathology affects the price level influences the reputation of manufacturers, can be a real threat to the life and health of consumers and is changing international division of labor. The most frequently examined counterfeit goods are those whose ratio of functional utility to price is low while the ratio of intangible and situational utility to price is high (luxury goods).