Consumer buying behavior towards counterfeit rubber shoes / by Cristine Joy I. Cabante, Grace D. De Silva and Janine E. Jadina.

Thesis (BS Business Management--Marketing Management) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

CABANTE, CRISTINE JOY I., DE SILVA, MAY ANN GRACE D., and JADINA, JANINE E. Consumer Buying Behavior Towards Counterfeit Rubber Shoes. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. April 2016. Adviser: Ms. Thea Maries P. Perez.

The study was conducted from November 2015 to January 2016 in selected colleges and universities of Cavite, to determine the buying behavior of the students towards counterfeit rubber shoes. Specifically, the study aimed to: identify the socio- demographic profile of the participants; identify the most counterfeited brands of rubber shoes bought by the students; identify the gender differences towards purchasing counterfeit rubber shoes; determine the buying behavior of the participants; identify the degrees of influence in purchasing counterfeit rubber shoes: identify the relationship between gender and the brands of counterfeit rubber shoes; and identify the relationship between gender and the brands of counterfeit rubber shoes. Descriptive and correlation research design and random sampling were used as sampling techniques in the study.

The participants of the study were 360 students from the selected universities such as, Cavite State University- Main Campus, Cavite State University- Silang Campus,
Technological University of the Philippines- Cavite Campus, De La Salle University-
Dasmarinas City, University of Perpetual Help System Jonelta- GMA Campus and AMA Computer University- Dasmarinas Campus. The researchers used descriptive and correlational research design through the use of survey questionnaires. Mean, frequency count, range, and percentage were used in presenting the demographic profile of the participants and their consumer preference in buying counterfeit rubber shoes.

Likert scale was used to determine the factors that influence the consumers in buying counterfeit rubber shoes such as: cultural, social, personal, and psychological influences. The attitudes, subjective norms, and perceived behavioral control were the buying behavior of the consumers considered in the study. They were also determined using the Likert scale. Moreover, chi-square, spearman rank correlation coefficient, and point biserial were used to determine the relationship between the socio-demographic profile and buying behavior of the consumers.

The result shows that the most preferred brand of counterfeit rubber shoes of the participants was Nike. The male participants considered the design while the female participants considered the style when buying counterfeit rubber shoes. Most of the participants where occasional buyers and were usually buying in thrift shops. The male participants spent higher amount of money than female in buying counterfeit shoes but both preferred sale as the number one promotional strategy that they prefer. In terms of influences, cultural, social, personal, and psychological influences of the participants moderate influenced them in buying counterfeit shoes. In terms of the buying behavior, the attitudes, subjective norms, and perceived behavioral control of the participants were slightly favorable in their decision of buying counterfeit rubber shoes.

Submitted to the University Library 08/04/2020 T-6063