Spot the difference: The role of non-price determinants on the willingness to purchase counterfeit goods in the case of De La Salle University-Manila CBE students

• Main Authors: Ching, Mikkolo B., Ilagan, Vernadette V., Nazareno, Maria Criselda A., Ramirez, John Jeffrey L.
• Format: text
• Language: English
• Published: Animo Repository 2008
• Subjects: Product counterfeiting; De La Salle University (Manila) > Students
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/14729
• Institution: De La Salle University

Counterfeiting is an emerging and unstoppable phenomenon worldwide and the Philippines is not an exemption to this phenomenon for there are several hotspot areas wherein counterfeits are sold. Counterfeiting is not to be perceived only as cheap substitutes of the luxury branded products. It has been a serious problem that every market has faced because it is the process whereby a good is identically produced, including the labels and trademarks, as not make it appear bogus which in turn affects the brand names being fake (Cheok, Tan and Wee, 1995). While knowing the effects counterfeiting can do to an economy, consumers continue to buy counterfeit products because they perceive it as alternatives to luxury goods they normally can not buy. Aside from price per se as an indicator, this study investigates how non-price determinants affect consumption behavior of consumers towards counterfeits. With the correlational analysis and Moorgat’s spreading index application to De La Salle University- Manila CBE students as subjects, the study found out that indeed, non-price determinants affect the consumption behavior of consumers toward counterfeits due to negatively, in particular. The foregone earnings to trademarks due to counterfeits were illustrated and policy implications of the study were also in the study.