:Submitted to
Dr.Manzoor A.Khalidi
:Submitted by
Roomana Murad
(08-0064)
:Supervisor
DR.ManzoorKhalidi
May 5, 2012
PROGRAM
BACHELORS OF BUSINESS ADMINISTRATION (BBA)
Spring 2012
Dr.Manzoor A. Khalidi
CERTIFICATE OF COMPLETION
This final year project, hereto attached, titled, Piracy a big business: Consumer responses
towards counterfeits of Designer Lawn, prepared and submitted by RoomanaMurad, in partial
fulfillment of the requirements for the degree of Bachelors of Business Administration (BBA), is
hereby forwarded for appropriate action .
(ii)
ABSTRACT
Examines consumers' motivation for buying counterfeits or pirated goods. The findings indicated
that, compared to those who did not buy counterfeits of designer lawn, those who bought the
counterfeits viewed such purchases as less risky, and trusted stores that sell counterfeits more.
They did not see counterfeits as too unfair to designers or the clothing industry, thought they
benefit the society more, and did not see people who buy them as unethical.
We also investigated the influence of social, personality, and demographic factors on consumers'
attitude towards piracy. There was no influence of social factors and from the personality factors
we found that the more value-conscious, and the more integrity one had, the more favorable was
one's attitude towards piracy. Demographic characteristics did not show any significant effect in
influencing attitude.Finally, attitude towards piracy also did not had any significance in
influencing purchase intention.
ACKNOWLEDGEMENT
CONTENTS
RECOMMENDATION FOR EXTERNAL EXAMINATION...........ii
CERTIFICATE OF COMPLETION.........................................iii
ABSTRACT.....................................................................iv
ACKNOWLEDGEMENT.....................................................v
LIST OF TABLES.............................................................ix
LIST OF FIGURES...........................................................x
EXECUTIVE SUMMARY....................................................xi
CHAPTER 4: FINDINGS
32
4.1 Results............................................................................................................. 32
4.2 Comparison with Hypothesis...........................................................................44
CHAPTER 5:DISCUSSION
47
5.1 Discussion of Research Findings......................................................................47
5.2 Limitations Of Research...................................................................................50
5.3 Implications Of Research.................................................................................50
BIBLIOGRAPHY
52
APPENDICES
Appendix I
(Frequencies)
Appendix II
(Reliability Analysis)
8
Appendix III
Appendix IV
Appendix V
(Questionnaire)
(Code Book)
(Code Sheet)
LIST OF TABLES
Table 2.1: 1995 IPR Seizures...................................................................7
Table 2.2: Comparison of prices between counterfeits and Original
products..............................................................................................19
Table 3.1: 12 Attitudinal items used to compare buyers and non-buyers
attitude...............................................................................................29
Table 3.2: Statements used to make Questionnaire................................30
Table 4.1: Frequency of Counterfeit products bought in Pakistan............33
Table 4.2: Difference of Responses of buyers and non-buyers purchase of
counterfeit products.............................................................................35
Table 4.3: Age of Respondents..............................................................37
Table 4.4: Education of Respondents.....................................................37
Table 4.5 : Income of Respondents........................................................38
Table 4.6 : Professional Status of Respondents......................................38
Table 4.7 : One Sample Test for non-buyers............................................39
Table 4.8 : One sample Test for buyers...................................................40
Table 4.9 : Correlation..........................................................................41
Table 4.10: Regression for dependent variable attitude..........................43
Table 4.11: Regression results for purchase intention.............................44
LIST OF FIGURES
Figure 2.1: Study of Ethics in Market place.....................................9
Figure 2.2: Model of Ethical Decision MakingFigure......................10
Figure 2.3: Evolution of Ethical Consumer....................................12
Figure 3.1: Variables of Research.................................................22
Figure 3.2: Effect of Social Influences and Personality factors on
Attitude.....................................................................................25
Figure3.3: Showing the demographics used in Questionnaire........31
Figure 4.1:Frequency of Counterfeit Products...............................34
Figure 4.2: Frequency of Counterfeits purchased by buyers of
designer lawn............................................................................. 36
Figure 4.3: Frequency of counterfeits purchased by non-buyers of
counterfeit lawn.........................................................................36
10
EXECUTIVE SUMMARY
Counterfeiting has become a business nowadays, the countries such as U.S
and many more are trying to overcome this problem. However it has become
very difficult to deal with this problem. Consumers are now more exposed to
these types of purchases and they do not feel counterfeiting is unethical or
immoral . Counterfeiting itself can be divided into two major categories i.e.
deceptive and non-deceptive. In deceptive counterfeiting the buyer does not
know he is buying a copied product and in another case buyers do know and
they still buy it.
They have a major reason for doing so , they feel that the producers of the
original products are unfair to them and charge very high prices. In return
they buy these counterfeit products , however the question then is that is it
unethical consumer behavior or not. There are different examples of
11
demographics on attitude.
To see the impact of attitude on purchase intention.
12
The buyers and non-buyers were classified as buyers of counterfeit lawn and
non-buyers of counterfeit lawn. The population of this research were the
females who bought designer lawn. The sample size of this study was 205 ,
from which 166 responded to the questionnaire and the results have been
analyzed from there . An age limit of 15 was set as a minimum age for this
particular research because they are dependent on parents.
The results showed that there was a difference in the attitude of buyer and
the non-buyers, to see this difference the means were compared.
Social
influences did not had any significant relationship with attitude while the
two personality factors value consciousness and integrity had a significant,
positive relationship with attitude. However personal gratification and
demographics did not had any significant relationship. Multiple Regression
and Correlation were applied.
Overall the results showed a difference between the buyers and non-buyers
but still the non-buyers did not had any negative attitude towards
counterfeits, because they were involved in buying other counterfeits such
as Text Books , Music CDs etc. The non-buyers did-not think it was immoral
or unethical when the mean scores were seen without comparing the buyers
with them. Therefore there was no significant relationship of attitude with
purchase intention.
One strange thin which was seen in the research was that people who have
high integrity show favorable attitude towards the counterfeits, this may be
13
so because people do not link law with counterfeiting. Finally the implications
are high for the managers , this research shows that there is a gap between
which the counterfeits are filling . If the Designers bring in law quality but
trend designer lawns with low prices people will buy them because the
people are highly value conscious.
14
marketers
rather
than
consumers
exhibiting
unethical
consumer
accounts
for
more
than
one-third
of
the
losses
arising
from
Primary Research
To collect primary data the questionnaires were distributed and then the
results were analysed to see that the hypothesis were accepted or rejected.
Secondary Research:
To get the background of the study following sources were used
Published general and articles were taken from different sources on website,
some of them were paid and others were not paid. To take out the relevant
literature review papers were read and incorporated with the research
objectives.
to the industry and the city of Karachi where there is a huge market for these
products.
Netemeyer,
&
Teel,
1989).
Personality
influences
include
value
the United States that were exported from China, the single largest source of these illegal
products (CHOW, 2003).The Business Software Alliance, an anti-counterfeiting consortium that
represents such companies as Microsoft, Novell, and Lotus, has estimated software piracy rates
for individual countries by comparing hardware sales and average software consumption patterns
against payments for software. Some of their estimated software piracy rates include Indonesia
(99%), Thailand (99%), Pakistan (99%), UAE (99%), Spain (88%), France (66%), and Britain
(49%) (Chaudhry & Walsh, An Assessment of the Impact of Counterfeiting in International
Markets: The Piracy Paradox Persists, 1996).
Nash in 1989 said that substandard counterfeit goods not only ruin goodwill and destroy
credibility; they can also be hazardous to the innocent end-purchaser, especially with regard to
pharmaceutical products(Wee, Tan, & Cheok, 1995). Trade officials and legislators in the United
States, Japan, and Western Europe have reacted with growing concern to the expansion of this
illegal activity, and are seeking new ways to control the phenomenon (Shapiro, 1988).
Further, as most of such research has been conducted in the West, little is
known about Asian consumers.(Ang, Cheng, Lim, & Tambyah, 2001).
According to Asian Wall Street Journal 1999 Asia accounts for more than onethird of the losses arising from counterfeiting(Ang, Cheng, Lim, & Tambyah,
2001).The difficulty for developing countries in this context is that they are
second comers in a world that has been shaped by first comers(Aryanto,
2003).In 2001, less than 1% of U.S. patents were granted to applicants from
developing countries, 65% of which were from seven advanced developing
countries.(Aryanto, 2003). According to Richardson 1996, enforcement of IPR
in developing countries is likely to become more difficult in the absence of
incentives (Aryanto, 2003).The reality in many developing countries is that
institution capacity is generally weak and in particular there is a lack of
experienced and well qualified officials.(Aryanto, 2003).
In 1995, the United States Customs Service confiscated the largest number
of
intellectual
property-related
seizures
from
China
(19%
of
total
merchandised seized), South Korea (15%), Hong Kong (8%), Taiwan (7%) and
India (3%)(Chaudhry & Walsh, An Assessment of the Impact of Counterfeiting
6
Table 2.1
Fiscal Year 1995 IPR Seizures by Trading Partners
Source: U.S. Customs Service (February 7, 1996); International Anti-Counterfeiting
Domes
tic
value
(us $)
Percent
of total
19941995
% change
19%
10%
15%
140%
8%
(48%)
7%
(23%)
3%
(14%)
2%
190%
Rank
Country
Number of
seizures
China
136
Korea
954
Hong Kong
90
Taiwan
103
India
15
Panama
16
8,745,42
3
7,039,46
7
3,697,09
0
3,035,04
7
1,187,77
5
887,476
Mexico
50
783,466
2%
176%
Indonesia
659,578
1%
(2%)
Thailand
52
659,200
1%
(54%)
10
Japan
28
458,348
1%
148%
11
Canada
374,879
1%
120%
12
Singapore
353,066
1%
219%
13
Malaysia
348,060
1%
794%
14
Peru
323,600
1%
345%
15
Switzerland
10
275,014
1%
1%
16
Italy
12
266,667
1%
50%
17
Columbia
17
237,412
1%
(11%)
18
Lebanon
234,792
1%
1558%
19
France
12
1%
1556%
20
Unknown
453
200,411
14,729,8
75
32%
138%
Rest of the
world
112
1,960,69
9
4%
****
Total
countries
2091
46,457,3
45
100%
25%
judgments,
standards,
and
rules
of
conduct(Ha
&
Lennon,
behaviour
that
occurs
in
the
context
of
larger
social
Business Side
Consumer Side
On the business side the ethical decision making refers to the marketing
ethics and the ethical guidelines for the marketing professionals. Less focus
has been given to the consumer side, where the consumers make the
9
Business Side
Business Ethics
Ethical
Consumer
Behavior
Marketing Ethics
purchase
situations
or
behaviours(Papaoikonomou,
Ryan,
&
Valverde, 2011).As mentioned by Chiu, Hsieh, Chang, & Lee, 2009; Vitell,
2003; Counterfeiting, using an expired sales coupon, shoplifting, receiving
too much change at the counter, or changing price tags on products are
some examples (Papaoikonomou, Ryan, & Valverde, 2011). Ethical consumer
Behaviour has been given different meaning by the author Low& Davenport,
2007; it refers to the making of consumer decisions according to social and
environmental considerations such as animal, social, and environmental
10
selling,
advertising,
pricing,
and
packaging
are
subject
to
blurred.
Buyers
and
sellers
11
with
shared
beliefs
become
produce
exchanges
that
will
be
both
unproductive
and
No Moral
Awareness:
Ethical Frame
e.g., Business
Frame, Legal
Frame
Moral Decision
Making
Ethical
Decision
Amoral Decision
Making
Unethic
al
Ethical
Decision
Unethic
al
13
The
proliferation
of
economic,
communal,
and
psychological
situation
persons
understand the consumer patterns. This does not mean, however, that the
emerging literature onto consumer behavior towards counterfeit products is
entirely inapplicable.
counterfeit.(Penz,
Schlegelmilch,
&
Stottinger,
"Voluntary
counterfeits:
First,
evoke
the
branding
literature(Penz,
of
counterfeits
products(Penz,
Schlegelmilch,
may
&
impact
Stottinger,
the
demand
"Voluntary
for
fake
Purchase
of
15
such cases the consumer become unethical and his ethical decision making
process is hindered by some of the factors.
In the case of pirated literature and counterfeit computer softwares, the
university students are more exposed to them given their needs for such
products in the course of their studies. Given the high prices of original books
and computer softwares, the lower-priced counterfeit versions are likely to be
popular among students, especially those with limited budgets.(Wee, Tan, &
Cheok, 1995).Then it surely means that non-deceptive counterfeits are
equally popular among the consumers as the original products. There it has
become imperative to know that in what conditions a consumer is willing to
buy a counterfeit.
drivers
of
counterfeit-purchase
behaviors:
However extended studies have been carried out to study the other factors
influencing the purchase of counterfeits, contributing to unethical behaviors
of the consumers. According toMcDonald & Roberts, 1994:It can be argued
that counterfeiters are good marketers because they have found a need and
are finding a way to fulfill it(Tom, Garibaldi, Zeng, & Pilcher, 1998).(Arellano,
1994)said: In many cases of selling of fake products, the main purpose does
not seem to deceive consumers but to satisfy them(Tom, Garibaldi, Zeng, &
Pilcher, 1998).
16
Social influences
Value Consciousness
Integrity
Personal Gratification
more
of
why
consumers
buy
counterfeits.
Among
these
17
of further investigation because the buy decisions often made under the
leverages of consumer attitude.
are
actually
evaluative
statements
either
favourable
or
only
the
righteous
and
lawful
sides
of
attitude
toward
important
determinant
of
an
individual's
behaviour
is
others'
susceptible.
Normative
susceptibility
concerns
purchase
decisions that are based not on the expert opinions of others, but on the
expectations of what would impress others(Ang, Cheng, Lim, & Tambyah,
2001).Normative influence is reflected in individuals' attempts to comply
with the expectations of others to achieve rewards or avoid punishments,
and it operates through the process of compliance(Bearden, Netemeyer, &
Teel, 1989). Normative belief forms the consumers perception of what
relevant others think of whether one should or should not purchase
counterfeits(Penz, Wien, Stttinger, & Wien, 2005).
Park and Lessig (1977) proposed that individuals may either search for
information from knowledgeable others or make inferences based upon the
observation of the behaviour of others(Bearden, Netemeyer, & Teel,
1989).Informational
influence
operates
through
the
process
of
others
and/
or
seeking
information
from
others(Bearden,
Netemeyer, & Teel, 1989).If peers or reference groups were to have expert
knowledge on the differences between originals and counterfeits (such as in
product quality), the negative consequences of being perceived to purchase
counterfeits will therefore have an effect on consumers perception towards
counterfeits(Phau & Teah, 2009).
how
much
engagement
he/she
will
have
in
buying
Trindade,
&
Rossi,
2007).In
accordance
to
what is received and what is given, on the assumption that for most
people price and quality are the most salient "give and get"
components, we define value consciousness as a concern for paying
low prices, subject to some quality constraint(Lichtenstein, Netemeyer,
& Burton, 1990). This definition is consistent with the definition of
Monroe and Petroshius (1981; i.e., the ratio of quality to price), the
findings of Zeithaml (1988) on the meaning of value used by many
consumers (i.e., "the quality I get for the price I pay"), and several
other definitions of value that appear in the literature (cf. Zeithaml
1988)(Lichtenstein,
Netemeyer,
1990).Parasuraman&Grewal(2000)
saysvalue
&
consciousness
Burton,
differs
Table 2.2
Typical Prices for Original and Counterfeit Merchandise
Source: A. Adelson, Retail Facts, Retail Fiction, The New York Times (September 16,
1995)
Type of Merchandise
Original Price
Counterfeit Price
Rolex Watch
$4,000
$15-35
400
30-60
Chanel Scarf
300
10
70-200
Guess jeans
60
25
50
25
28
17
17
22
13
determinants
of
consumers
behavioural
intention
towards
the
purchase of counterfeit products were studied from which five were psycho
graphically-based, two were product-related, and one was demographic in
nature. Results showed that these determinants had an impact on consumer
purchase intention.Demographic variables; educational attainment and
household
income
are
more
common
variables
affecting
purchase
study also concluded the same; Consumers who have bought pirated CDs
before had more favorable views about counterfeits than those who have
never bought such products (Ang, Cheng, Lim, & Tambyah, 2001). In the
same study social influences were also studied, that how they change
attitude of consumers. The influence of friends and family members is likely
to be more successful in changing the attitudes toward piracy(Ang, Cheng,
Lim, & Tambyah, 2001). Information susceptibility emerged to have a
significant negative relationship towards perceptions of counterfeits(Phau
& Teah, 2009).
It has been concluded in different researches that if the attitudes are positive
toward fake products, the person is like to purchase the product and finally
he becomes unethical in his purchase decision.
25
3.11 Attitude
For studying attitude a 12 attitudinal scale was developed with the major
components:
Risk in buying
Trust in stores
Worthy Purchase
Fairness to designers and clothing industry
Morality of Buying
Beneficial to society
All Right to buy
Social Influences
Attitude
towards Piracy
Personality
Factors
26
Purchase
Intention
Normative Susceptibility
Informative Susceptibility
Value consciousness
27
Integrity
Personal Gratification
3.21 Hypothesis 1
There are seven components of hypothesis 1, to study the views of buyers
and non-buyers towards the counterfeit products i.e. Designer Lawn
28
3.22 Hypothesis 2
Hypothesis 2 has six components to be studied; this involves personality
factors and social influences impact on attitude and finally impact of attitude
on the purchase intention.
favourable
attitude
29
towards
In
this
model the variables can be seen .The model explains that Informative
Susceptibility, Normative Susceptibility, Value Consciousness, Integrity,
Personal gratification are independent variables on which attitude is
dependent. And then Purchase intention is dependent upon the attitude
towards piracy. It means that if the attitude is positive the person would be
more likely to buy the counterfeit.
30
consumer.
Value consciousness means that the person is paying lower prices
subject to quality constraints. When consumer will have price
advantage he will show favourable attitude and therefore will purchase
the product.
In case of integrity, where the person cares for lawfulness, honesty,
politeness, responsibility and self control he will show a negative
attitude counterfeits, the reason being he will feel that he is not being
honest while purchasing such products, he does not feel good about
destroying the industry, he will regard it as an irresponsible act and
finally will give importance to its central locus of self control which will
3.4 Method
3.41 Population
The population of this study were the females of Karachi who buy Designer
Lawn and the population was heterogeneous. The purpose behind is to see
31
The sample size for my study was205above with three age groups,
starting from below 26 to above 40. However there was a limit placed
that is the age group was selected above 15 because children do not
have a say in buying the lawn products, their parents administer them.
Convenience sampling used as a sampling method for this study
because the research aims to study the demographics of the people
3.43 Questionnaire
32
Integrity: To measure integrity the scale was taken from Ang et als study.
They were rated on 5 points scale from strongly disagree (1) to strongly
agree (5). The statements included politeness, honesty, responsibility and
self control.
33
Personal Gratification: To measure the scale was taken from Ang et als
study. It included having sense of accomplishment and was rated on 5 points
scale.
Table 2.1: 12 Attitudinal items used to compare buyers and nonbuyers attitude
Buyers
NonBuyers
Views
3.43
2.97
3.12
2.63
3.26
2.97
3.10
2.96
3.62
3.09
3.42
2.94
3.00
2.92
Notes:
All differences between buyers and non-buyers of counterfeit designer
lawn were significant
*Reverse-scored items, the mean values have already been reversed
scored, for example a higher value means a more favorable attitude.
Statements
Informative Susceptibility
1. I often consult other people to help the best alternative available from
Pakistani Designer Lawn.
2. I frequently gather information from friends or family about Pakistani
Designer Lawn before I buy.
3. If I have little experience with Pakistani Designer Lawn, I often ask my
friends about it.
Normative Susceptibility
1. It is important that others like the Pakistani Designer Lawn I buy.
2. I like to know which Pakistani Designer Lawn make good impressions on
others.
Value Consciousness
35
Demographics
Age
Below 26
26-40
Above
40Income
Family
Education
Below Rs.50,000
Rs.50,000-100,000
Below intermediate
Above 100,000
Intermediate-Bachelors
Above
Masters Status
Professional
Student
Housewife
36
Working
women
Figure3.3:
Showing
the demographics used in Questionnaire
Others
3.5 Procedure
Following steps were conducted for the purpose of research:
To study the factors a questionnaire was prepared.
Data was gathered with the help of questionnaire.
Then the data was recorded properly so that it can be studied.
This data was then analysed using different tests.
Hypothesis for the research was accepted or rejected.
Conclusion of the study was provided.
CHAPTER 4: FINDINGS
4.1 Results
Part 1: Analyzing the overall purchase of counterfeit
products and with respect to buyers and non-buyers
37
The first research objective was to find out the products bought as
counterfeits in Pakistan, and overall response rates of the people who buy
counterfeit lawn. Then it was seen that the buyers of counterfeit lawn and
the non-buyers have any difference in buying the other counterfeit products.
The results are discussed below in detail.
Counterfeit
s
Yes
No
Yes (%)
No (%)
Text Books
Music CDs
99
81
67
85
59.6
48.8
40.4
51.2
38
Clothes
Film CDs
Stationery
Designer Lawn
Other Books
Jewelry
Watches
Shoes
Mobile Phones
Food
Toys
Cosmetics
Perfumes
Spectacles
Home
80
74
71
69
67
65
59
57
55
48
48
47
45
45
34
86
92
95
97
99
101
107
109
111
118
118
119
121
121
131
48.2
44.6
42.8
41.6
40.4
39.2
35.5
34.3
33.1
28.9
28.9
28.3
27.1
27.1
20.5
51.8
55.4
57.2
58.4
59.6
60.8
64.5
65.7
66.9
71.7
71.7
71.1
72.9
72.9
78.9
Appliances
Ties
24
142
14.5
85.5
100%
90%
80%
70%
60%
50%
40%
No (%)
30%
Yes (%)
20%
10%
0%
Then the consumers were more involved in buying the Music CDs with 48.8%
response rate. Designer Lawn had a response rate of 41.6% where clothes
39
had a slightly high response i.e. 48.2%.The lowest purchases were of Home
Appliances and Ties, the reason can be that Home Appliances are high
involvement products where the reason for the lowest purchase of Ties can
be that the respondents were female and in cultural perspective females do
not wear ties.
Non-Buyers
Counterfeits Yes (%)
Buyers
Yes (%)
Text Books
Music CDs
Clothes
Film CDs
Stationery
Designer Lawn
Other Books
Jewelry
Watches
Shoes
Mobile Phones
Food
56.5
58
75.4
50.7
49.3
100
50.7
55.1
50.7
56.5
49.3
37.7
61.9
42.3
28.9
40.2
38.1
0
33
27.8
24.7
18.6
21.6
22.7
40
Toys
Cosmetics
Perfumes
Spectacles
Home
Appliances
Ties
20.6
16.5
16.5
21.6
17.5
40.6
75.4
42
34.8
26.1
7.2
24.6
Buyers
120
100
80
60
Yes (%)
40
20
0
41
Non-Buyers
70
60
50
40
Yes (%)
30
20
10
0
Demographics
For finding out the demographics chi-square method was used to see the
overall respondents age, professional status, income and education.
Table 4.3: Age of Respondents
Lawn * Age Crosstabulation
Age
0
Lawn
Total
<26
Total
26-40
>40
No
Count
60
20
16
97
Yes
Count
39
14
14
69
Count
99
34
30
166
42
From this table we see that the majority respondents were below the age of
26 while age group 26-40 are 34 and above 40 are only 30. Here the 0
represents the missing values as some of the respondents did not specify
their age and the total missing numbers were 3.
Below age 26 age group buyers of counterfeit were 39 while the non-buyers
were 60 in number, for the age group 26-40 the buyers were 14 and nonbuyers were 20 and finally above 40 buyers were 14 and the non-buyers
were 16.
Table 4.4: Education of Respondents
Lawn * Education Crosstabulation
Education
0
Lawn
Total
Below
Intermediate or
Intermediate
Bachelors
Above Masters
No
Count
20
58
16
97
Yes
Count
12
32
17
69
Count
11
32
90
33
166
Total
Lawn
<Rs.50,000
Total
50,000-100,000
<100,000
No
Count
26
26
38
97
Yes
Count
25
19
22
69
43
Total
Count
10
51
45
60
166
Student
House Wife
Total
Working
Other
women
Lawn
Total
No
Count
52
18
23
97
Yes
Count
33
19
12
69
Count
85
37
35
166
The buyers did not perceive counterfeits as risky(x = 3.43 vs. 2.97;
t=22.75, p<0.05)
The buyers trusted the stores more (x= 3.12 vs.2.63; t=24.59,p<0.05)
The buyers felt that the counterfeits were worth buying(x=3.26 vs.
2.97; t=23.376,p<0.05)
The buyers felt that it was fair to designers and the clothing
p<0.05)
The buyers
believed
that
they
vs.3.09;t=34.35,p<0.05)
44
benefited
the
society(3.62
Finally
the
buyers
felt
all
right
to
buy
counterfeits(x=3.42
vs.2.94;t=24.061,p,0.05)
On the basis of these results we come to know that there is a prominent
difference between the views of buyers and the non-buyers of counterfeit
designer lawn, the higher score of buyers show a more favorable attitude
towards the counterfeits. All the 12 attitudinal scale scores of buyers and the
non-buyers have a significant difference.
45
One-Sample Test
Test Value = 0
Df
Sig. (2-tailed)
Mean Difference
Lower
Upper
Risk in Buying
22.253
94
.000
2.96842
2.7036
3.2333
Trust in Stores
20.400
95
.000
2.62500
2.3695
2.8805
Worthy Purchase
21.571
95
.000
2.97917
2.7050
3.2533
Fairness
74.021
94
.000
2.96491
2.8854
3.0444
Beneficial to society
27.664
96
.000
3.08763
2.8661
3.3092
Morality
33.808
93
.000
3.40426
3.2043
3.6042
All Right
22.727
96
.000
2.93814
2.6815
3.1948
Attitude
44.639
96
.000
2.98478
2.8521
3.1175
46
One-Sample Test
Test Value = 0
Df
Sig. (2-tailed)
Mean Difference
Lower
Upper
Risk in Buying
22.750
68
.000
3.43478
3.1335
3.7361
Trust in Stores
24.588
68
.000
3.12319
2.8697
3.3767
Worthy Purchase
23.376
68
.000
3.26087
2.9825
3.5392
Fairness
68.537
68
.000
3.09662
3.0065
3.1868
Beneficial to society
34.350
68
.000
3.62319
3.4127
3.8337
Morality
26.269
66
.000
3.50000
3.2340
3.7660
24.061
68
.000
3.42029
3.1366
3.7039
Attitude
42.040
68
.000
3.00035
2.8579
3.1428
47
Affect
of
Social
influences,
personality
factors
and
demographics on attitude
For finding out the impact correlation and regression was used. Two multiple
regression tests were performed, first involved predicting attitudes towards
piracy based on social influences, and personality and demographic
characteristics. The second regressed the effect of attitude on purchase
intention. The tables show the regression(table 4.10 and 4.11) and
correlation results (table 4.9). The correlation table shows a significant
relationship between the independent variables i.e. normative susceptibility,
informative susceptibility, personal gratification, value consciousness and
integrity, attitude and purchase intention
48
Correlations
Value
Consciousness
Value
Pearson
Consciousness
Correlatio
Self
Attitud
Purchase
Gratification
Intention
.395**
.506**
.476**
.326**
.462**
.101
.000
.000
.000
.000
.000
.196
165
165
165
165
165
165
165
.395**
.429**
.253**
.180*
.347**
.209**
.000
.001
.020
.000
.007
Sig. (2tailed)
Informative
Pearson
Correlatio
n
Sig. (2tailed)
Normative
.000
165
166
166
166
166
166
166
.506**
.429**
.365**
.332**
.399**
.117
.000
.000
.000
.000
.000
.134
165
166
166
166
166
166
Pearson
Correlatio
n
Sig. (2tailed)
49
166
Correlations
Value
Consciousness
Value
Pearson
Consciousness
Correlatio
Self
Attitud
Purchase
Gratification
Intention
.395**
.506**
.476**
.326**
.462**
.101
.000
.000
.000
.000
.000
.196
165
165
165
165
165
165
165
.395**
.429**
.253**
.180*
.347**
.209**
.000
.001
.020
.000
.007
Sig. (2tailed)
Informative
Pearson
Correlatio
n
Sig. (2tailed)
Normative
.000
165
166
166
166
166
166
166
.506**
.429**
.365**
.332**
.399**
.117
.000
.000
.000
.000
.000
.134
165
166
166
166
166
166
Pearson
Correlatio
n
Sig. (2tailed)
50
166
From the regression results it was seen that two factors influencing attitude were significant
(F=8.96, p<0.05 with adjusted R square change 0.343). Attitude was positively influenced by
Value Consciousness and Integrity; while there was no significant negative impact seen on
attitude. There was no significant effect of normative, informative, personal gratification and
demographics on attitude.
Further there was no significant effect of attitude on purchase intention .Even
the person who is showing a negative attitude can also like purchase the
counterfeit products and recommend it to his friends.
Value Consciousness and Integrity have both positive effects this means that
the more the person is value consciousness and has integrity he has more
favorable attitude toward the purchase of counterfeits.
51
Model Summary
Change Statistics
R Square
Sig. F Change
000.
df2
df1
155
F Change
Change
343a.
8.976
Model
52
Coefficientsa
Standardized
Un-standardized Coefficients
Model
Std. Error
(Constant)
1.531
.236
Informative
.083
.049
Normative
.070
Integrity
Coefficients
Beta
Sig.
6.473
.000
.127
1.704
.090
.044
.130
1.602
.111
.126
.059
.230
2.141
.034
Self Gratification
.011
.052
.021
.207
.836
Value Consciousness
.141
.051
.237
2.755
.007
Age
.017
.060
.022
.280
.780
-.099
.054
-.132
-1.834
.069
Income
.057
.044
.091
1.304
.194
Status
-.021
.054
-.030
-.379
.705
Education
53
Model Summary
Change Statistics
R Square
Sig. F Change
353.
df2
df1
164
F Change
Change
005a.
866.
Model
54
Coefficientsa
Standardized
Un-standardized Coefficients
Model
(Constant)
Attitude
Coefficients
Std. Error
2.389
.458
.139
.149
Beta
.072
Sig.
5.211
.000
.931
.353
Hypothesis 1
H1a: Buyers of counterfeits perceive purchase of such products to be less
risky.
This hypothesis has been accepted because the mean of buyers is greater
than the non-buyers and they perceive purchase of such products to be less
risky therefore their attitude is more positive towards counterfeit designer
lawn.
H1b: Buyers of counterfeits perceive buying counterfeits as worthy purchase.
This hypothesis has also been accepted, because here the mean also is
higher from non-buyers and they account it as worthy purchase.
55
H1c: Buyers perceive that they benefit society and help clothing industry
Buyers also think that they also benefit society and they also help clothing
industry because they feel that the designers become more popular when
counterfeit designer lawn are purchased and even the clothing industries
have a benefit of bringing in new types of products and there is huge
competition among the companies. This hypothesis have also been accepted
H1d: Buyers perceive that it is fair to designers
Relative to the non-buyers the buyers perceive that it is fair to designers
when they buy counterfeit designer lawns because they are the ones who
bring in new trends and then charge very high prices which are not
affordable by everyone. Therefore they count it as an appropriate behaviour.
This hypothesis has also been accepted.
H1e: Buyers do not perceive buying counterfeits as an immoral or unethical
activity
This hypothesis has been accepted, consumers do not find these products to
be immoral and unethical therefore they frequently purchase these products.
They tend to have a positive response towards the counterfeits.
H1f: Buyers perceive that the stores selling counterfeit designer lawn can be
trusted.
Since, the buyers do not find it risk, unethical and immoral therefore they
also trust the stores which sell these products. Therefore this hypothesis has
also been accepted.
H1 g: Buyers perceive that it is okay to buy counterfeit designer lawn.
This is an important statement which actually explains the favourable
attitude towards the counterfeit purchases. The buyers of counterfeit
actually feel that this is okay to buy the counterfeits because they do not
56
find any harm in doing that. Rather they feel that they are benefiting
everyone and further punishing the designers for charging high prices. And
overall without these counterfeits they would not have been able to enjoy
the new trends and designs. This hypothesis has also been approved.
Conclusion
Components of hypothesis1 are all accepted and there is a significant
difference in views of buyers and non-buyers of the counterfeit
designer lawn.
Hypothesis 2
Hypothesis 2 has six components to be studied; this involves personality
factors and social influences impact on attitude and finally impact of attitude
on the purchase intention.
H2a: The less the person is Normative Susceptible the more positive attitude
he has towards counterfeits.
There was no significant relationship between normative susceptibility and
attitude, this hypothesis has been rejected.
H2b: The less the person is Informative Susceptible the more positive
attitude he has towards counterfeits.
There was no significant relationship between informative susceptibility and
attitude therefore this hypothesis has also been rejected.
H2c: Individuals who are more value consciousness, show favourable attitude
towards counterfeits.
57
This hypothesis has been accepted, the people who are more value
consciousness they have a positive attitude towards the counterfeits. The
significant value is 0.007; t=2.755, B=0.237 p<0.05.
H2d: Individuals who value integrity show negative attitude towards
counterfeits.
This hypothesis has been rejected, in Pakistan people who value honesty,
politeness, responsibility and self control has a more favourable attitude
towards the counterfeit designer lawn. However it is very surprising that
integrity have a positive impact rather than a negative impact. The
significant value then is 0.034; t=2.141, B=0.230 p<0.05.
Conclusion
The social influences do not have any impact on the attitude
The personality factors, value consciousness and integrity have a
positive impact on attitude.
Attitude does not have any significant impact on the purchase
intention.
58
CHAPTER 5:DISCUSSION
5.1 Discussion of Research Findings
There are interesting significant attitudinal differences of buyers and nonbuyers. The buyers and the non-buyers are different in their views; the
buyers show a favorable attitude towards the counterfeits and therefore are
not hesitant to buy the products. However it should be noted that the people
who do not buy counterfeit lawn do buy other counterfeit products. They are
heavy users of Counterfeited text books, Music CDs and Film CDs. This then
implies that the overall females of Pakistan are exposed to the counterfeited
products and they do not find any harm in buying such products since the all
mean scores range between 2.5 and 3. That means that the attitude is not
that much unfavorable this actually shows that the females of Pakistan
acknowledge buying counterfeit products. The problem of not buying
counterfeit products is that they have inferior quality but however in buying
counterfeit lawn there is no such issue.
One more important thing which must be noted here is that the mean of
morality for buyers is 3.5 and for non-buyers is 3.4, that means both have
them do not think that buying counterfeit is immoral or unethical. This
highlights an important aspect that why there are so many counterfeit
products available in the Pakistani markets and is hard to stop these
transactions. However, it does not only harm international markets but are
also harmful for the industries in Pakistan. The products which are of high
quality and are branded suffer a lot. In the context of the local market the
designer lawn market is boosting however if this thing is does not stopped
the companies will suffer.
The non-buyers overall do not find any risk in buying counterfeit products
since the mean is 2.97 of these consumers and they also think it is a worthy
purchase with the same mean score 2.97. Which is somewhat a neutral
score; therefore we can say that they are also exposed to buying counterfeit
59
products. The regression test between attitude and purchase intention was
therefore not significant because the non-buyers have the tendency to buy
these products and recommend them to their friends even though they
havent purchased them yet.
These findings also explain the Asian philosophy of sharing that means that
without buying counterfeits nobody will be able to enjoy new trends and also
they are benefiting the society as a whole. The non-buyers had here a mean
score of 3.09, that means that the also thought that copied designs of lawn
benefit society and help the clothing industry.
Overall this can also be evidenced that the non-buyers also think that the
designers are unfair by charging higher prices and it is best way to take the
revenge from them and on other hand they also think that they are getting
popularity , then they imply that both the designers and the society is
getting benefit at the same time. Further it is also a benefit for the clothing
industry because the buyers are frequently purchasing the products in their
daily routines. One more aspect which can be a sense of patriotism in the
Pakistani consumers i.e. they buy counterfeits because they are helping the
local markets and the businesses which cannot compete internationally. The
products which are imported are highly expensive and when the counterfeit
books or other things are available at lower prices that mean that a new
industry has been developed and the local businesses take the advantage.
Most importantly there is a very less difference between the attitudes of
buyers and the non-buyers i.e. the mean score of non-buyers is 2.98 and of
buyers is 3.00. This shows that it is very difficult to handle the counterfeiting
business Asian markets and it has become a disease, while people do not
accept the reality that they are harmful to the businesses.
What can be done about these all issues is still hard because of the matter of
the fact that people do not understand that they are unethical in their
decision making. This is the point where relevant awareness must be created
60
and the message must be properly conveyed because the branded products
do charge very high prices. The overall perception of the females of Pakistan
has to be changed so that they do not buy and promote the manufacture of
counterfeit designer lawn.
There was no significant affect of social influences on the counterfeit
purchases. People who are normative susceptible or informative susceptible
there is no significant effect on their attitude towards buying the counterfeit
products. This can be because the females of Pakistan do not regard and
give any significant importance to buying counterfeits. Females are not
reluctant to ask about the alternatives in the market and they do not want to
make good impressions or anything like that infront of their colleagues and
friends. There is no harm in buying products and they are involved in their
daily routine therefore they do not give attention to these things.
Further if we talk about the personality factors, there are two dominant
features which have significant effect on attitude i.e. value consciousness
and integrity. First talking about value consciousness we come to know that
the more the person seeks value for money and maximizing the quality he is
more involved in buying the counterfeit products as a whole therefore the
manufacturers and designers can bring in those products through which the
consumers do not buy counterfeit products and also enjoy the new trends in
the market.
A shocking thing was that integrity, i.e. lawfulness does not bring in a
negative attitude towards the counterfeit products. Even the females who
value honesty, politeness, self control and responsibility have a positive
attitude towards the copied products because they do not find it unlawful to
buy these products. The females feel overall that it is okay to buy such
products and do not have any link with lawfulness. Then it is important for
the females to create awareness that it is not lawful to buy products like this.
This explains the overall culture of Pakistani culture that there are no tight
61
laws and therefore being lawful does not make any difference on the
attitudes.
Finally the personal gratification also does not have impact on attitude this
means that females of Pakistan do not gratify the sense of accomplishment;
they can forgo quality on the lower prices of products. The reason can be the
high inflation in the country; people do not want to buy high priced branded
products because they have to buy their necessities. However, they want to
enjoy the new trends and clothing styles which can be easily done by buying
counterfeit designer lawns.
This will help the managers to understand the consumer behaviour, so they
can convince their consumers that buying fake products is illegal and harm
to the society. Managers can also make strategies that how they can
encourage the consumers to buy original products. Different segments can
have different attitude towards piracy and therefore Managers can also make
strategies accordingly and target them in better way.
The matter of fact now is that consumer is everything for a business and
therefore the companies must try to educate them so they show positive
attitude toward buying original products. It should not be neglected that the
companies charge high prices for branded products therefore the consumers
are always complaining, they also have to follow the trends and gain
acceptance in society. This is the main reason they are motivated towards
fake, as soon as this phenomenon is understood the companies will realize
"Why counterfeiting has become big business?"
So the question really arises what can be really done about these losses, one
thing is evident that there is a gap between which is being filled by the
counterfeit products. Why not original, why counterfeits the answer is
simple because people cannot afford to buy the products. In Pakistan there
are a very small chunk of people who can afford the designer lawns such as
Asim Jofa , Maria B etc because of the high prices but wearing them is a
symbol of status and a symbol of fashion therefore people buy the
counterfeits regardless of the quality issues they may face. So there is a gap
which can be filled with other products, which are fashion oriented but of
lower prices and further are a symbol of fashion. So this study is actually
useful for the designers and as well as the managers who are handling these
all things, until now the designers have not realized the losses which they
are having from the manufacturing of the counterfeits of the designer lawn.
63
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66
Appendix I
(Frequencies)
Text Books
Cumulative
Percent
Valid Percent
Percent
Frequency
38.1
38.1
38.1
37
No
100.0
61.9
61.9
60
Yes
100.0
100.0
97
Total
Valid
Other books
Cumulative
Percent
Valid Percent
Percent
Frequency
67.0
67.0
67.0
65
No
100.0
33.0
33.0
32
Yes
100.0
100.0
97
Total
Valid
Cosmetics
Cumulative
Percent
Valid Percent
Percent
Frequency
83.5
83.5
83.5
81
No
100.0
16.5
16.5
16
Yes
100.0
100.0
97
Total
Valid
Perfumes
Cumulative
Percent
Valid Percent
Percent
Frequency
83.5
83.5
83.5
81
No
100.0
16.5
16.5
16
Yes
100.0
100.0
97
Total
Valid
Toys
Cumulative
Percent
Valid Percent
Percent
Frequency
79.4
79.4
79.4
77
No
100.0
20.6
20.6
20
Yes
100.0
100.0
97
Total
Valid
Clothes
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
No
69
71.1
71.1
71.1
Yes
28
28.9
28.9
100.0
Total
97
100.0
100.0
Jewelry
Cumulative
Percent
Valid Percent
Percent
Frequency
72.2
72.2
72.2
70
No
100.0
27.8
27.8
27
Yes
100.0
100.0
97
Total
Valid
Spectacles
Cumulative
Percent
Valid Percent
Percent
Frequency
78.4
78.4
78.4
76
No
100.0
21.6
21.6
21
Yes
100.0
100.0
97
Total
Valid
Stationery
Cumulative
Percent
Valid Percent
Percent
Frequency
61.9
61.9
61.9
60
No
100.0
38.1
38.1
37
Yes
100.0
100.0
97
Total
Valid
Appliances
Cumulative
Percent
Valid Percent
Percent
Frequency
82.5
82.5
82.5
80
No
100.0
17.5
17.5
17
Yes
100.0
100.0
97
Total
Valid
Watches
Cumulative
Percent
Valid Percent
Percent
Frequency
75.3
75.3
75.3
73
No
100.0
24.7
24.7
24
Yes
100.0
100.0
97
Total
Valid
Ties
Cumulative
Percent
Valid Percent
Percent
Frequency
92.8
92.8
92.8
90
No
100.0
7.2
7.2
Yes
100.0
100.0
97
Total
Valid
Lawn
Cumulative
Percent
100.0
Valid Percent
100.0
Percent
100.0
Frequency
97
No
Valid
Food
Cumulative
Percent
Valid Percent
Percent
Frequency
77.3
77.3
77.3
75
No
100.0
22.7
22.7
22
Yes
100.0
100.0
97
Total
Valid
Music CDs
Cumulative
Percent
Valid Percent
Percent
Frequency
57.7
57.7
57.7
56
No
100.0
42.3
42.3
41
Yes
100.0
100.0
97
Total
Valid
Shoes
Cumulative
Percent
Valid Percent
Percent
Frequency
81.4
81.4
81.4
79
No
100.0
18.6
18.6
18
Yes
100.0
100.0
97
Total
Valid
Film CDs
Cumulative
Percent
Valid Percent
Percent
Frequency
59.8
59.8
59.8
58
No
100.0
40.2
40.2
39
Yes
100.0
100.0
97
Total
Valid
Mobile Phones
Cumulative
Percent
Valid Percent
Percent
Frequency
78.4
78.4
78.4
76
No
100.0
21.6
21.6
21
Yes
100.0
100.0
97
Total
Valid
Valid Percent
Percent
Frequency
43.5
43.5
43.5
30
No
100.0
56.5
56.5
39
Yes
100.0
100.0
69
Total
Valid
Other Books
Cumulative
Percent
Valid Percent
Percent
Frequency
49.3
49.3
49.3
34
No
100.0
50.7
50.7
35
Yes
100.0
100.0
69
Total
Valid
Cosmetics
Cumulative
Percent
Valid Percent
Percent
Frequency
55.1
55.1
55.1
38
No
100.0
44.9
44.9
31
Yes
100.0
100.0
69
Total
Valid
Perfumes
Cumulative
Percent
Valid Percent
Percent
Frequency
58.0
58.0
58.0
40
No
100.0
42.0
42.0
29
Yes
100.0
100.0
69
Total
Valid
Toys
Cumulative
Percent
Valid Percent
Percent
Frequency
59.4
59.4
59.4
41
No
100.0
40.6
40.6
28
Yes
100.0
100.0
69
Total
Valid
Stationery
Cumulative
Percent
Valid Percent
Percent
Frequency
50.7
50.7
50.7
35
No
100.0
49.3
49.3
34
Yes
100.0
100.0
69
Total
Valid
Clothes
Cumulative
Percent
Valid Percent
Percent
Frequency
24.6
24.6
24.6
17
No
100.0
75.4
75.4
52
Yes
100.0
100.0
69
Total
Valid
Jewelry
Cumulative
Percent
Valid Percent
Percent
Frequency
44.9
44.9
44.9
31
No
100.0
55.1
55.1
38
Yes
100.0
100.0
69
Total
Valid
Spectacles
Cumulative
Percent
Valid Percent
Percent
Frequency
65.2
65.2
65.2
45
No
100.0
34.8
34.8
24
Yes
100.0
100.0
69
Total
Valid
Appliances
Cumulative
Percent
Valid Percent
Percent
Frequency
73.9
73.9
73.9
51
No
100.0
26.1
26.1
18
Yes
100.0
100.0
69
Total
Valid
Watches
Cumulative
Percent
Valid Percent
Percent
Frequency
49.3
49.3
49.3
34
No
100.0
50.7
50.7
35
Yes
100.0
100.0
69
Total
Valid
Ties
Cumulative
Percent
Valid Percent
Percent
Frequency
75.4
75.4
75.4
52
No
100.0
24.6
24.6
17
Yes
100.0
100.0
69
Total
Valid
Lawn
Cumulative
Percent
100.0
Valid Percent
100.0
Percent
100.0
Frequency
69
Yes
Valid
Food
Cumulative
Percent
Valid Percent
Percent
Frequency
62.3
62.3
62.3
43
No
100.0
37.7
37.7
26
Yes
100.0
100.0
69
Total
Valid
Music CDs
Cumulative
Percent
Valid Percent
Percent
Frequency
42.0
42.0
42.0
29
No
100.0
58.0
58.0
40
Yes
100.0
100.0
69
Total
Valid
Shoes
Cumulative
Percent
Valid Percent
Percent
Frequency
43.5
43.5
43.5
30
No
100.0
56.5
56.5
39
Yes
100.0
100.0
69
Total
Valid
Film CDs
Cumulative
Percent
Valid Percent
Percent
Frequency
49.3
49.3
49.3
34
No
100.0
50.7
50.7
35
Yes
100.0
100.0
69
Total
Valid
Mobile Phones
Cumulative
Percent
Valid Percent
Percent
Frequency
50.7
50.7
50.7
35
No
100.0
49.3
49.3
34
Yes
100.0
100.0
69
Total
Valid
Valid Percent
Percent
Frequency
40.4
40.4
40.4
67
No
100.0
59.6
59.6
99
Yes
100.0
100.0
166
Total
Valid
Other Books
Cumulative
Percent
Valid Percent
Percent
Frequency
59.6
59.6
59.6
99
No
100.0
40.4
40.4
67
Yes
100.0
100.0
166
Total
Valid
Cosmetics
Cumulative
Percent
Valid Percent
Percent
Frequency
71.7
71.7
71.7
119
No
100.0
28.3
28.3
47
Yes
100.0
100.0
166
Total
Valid
Perfumes
Cumulative
Percent
Valid Percent
Percent
Frequency
72.9
72.9
72.9
121
No
100.0
27.1
27.1
45
Yes
100.0
100.0
166
Total
Valid
Toys
Cumulative
Percent
Valid Percent
Percent
Frequency
71.1
71.1
71.1
118
No
100.0
28.9
28.9
48
Yes
100.0
100.0
166
Total
Valid
Stationery
Cumulative
Percent
Valid Percent
Percent
Frequency
57.2
57.2
57.2
95
No
100.0
42.8
42.8
71
Yes
100.0
100.0
166
Total
Valid
Clothes
Cumulative
Percent
Valid Percent
Percent
Frequency
51.8
51.8
51.8
86
No
100.0
48.2
48.2
80
Yes
100.0
100.0
166
Total
Valid
Jewelry
Cumulative
Percent
Valid Percent
Percent
Frequency
60.8
60.8
60.8
101
No
100.0
39.2
39.2
65
Yes
100.0
100.0
166
Total
Valid
Spectacles
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
No
121
72.9
72.9
72.9
Yes
45
27.1
27.1
100.0
Total
166
100.0
100.0
Appliances
Cumulative
Percent
Valid Percent
Percent
Frequency
78.9
78.9
78.9
131
No
99.4
20.5
20.5
34
Yes
100.0
6.
6.
10
100.0
100.0
166
Total
Valid
Watches
Cumulative
Percent
Valid Percent
Percent
Frequency
64.5
64.5
64.5
107
No
100.0
35.5
35.5
59
Yes
100.0
100.0
166
Total
Valid
Ties
Cumulative
Percent
Valid Percent
Percent
Frequency
85.5
85.5
85.5
142
No
100.0
14.5
14.5
24
Yes
100.0
100.0
166
Total
Valid
Lawn
Cumulative
Percent
Valid Percent
Percent
Frequency
58.4
58.4
58.4
97
No
100.0
41.6
41.6
69
Yes
100.0
100.0
166
Total
Valid
Food
Cumulative
Percent
Valid Percent
Percent
Frequency
71.1
71.1
71.1
118
No
100.0
28.9
28.9
48
Yes
100.0
100.0
166
Total
Valid
Music CDs
Cumulative
Percent
Valid Percent
Percent
Frequency
51.2
51.2
51.2
85
No
100.0
48.8
48.8
81
Yes
100.0
100.0
166
Total
Valid
Shoes
Cumulative
Percent
Valid Percent
Percent
Frequency
65.7
65.7
65.7
109
No
100.0
34.3
34.3
57
Yes
100.0
100.0
166
Total
Valid
Film CDs
Cumulative
Percent
Valid Percent
Percent
Frequency
55.4
55.4
55.4
92
No
100.0
44.6
44.6
74
Yes
100.0
100.0
166
Total
Valid
Mobile Phones
Cumulative
Percent
Valid Percent
Percent
Frequency
66.9
66.9
66.9
111
No
100.0
33.1
33.1
55
Yes
100.0
100.0
166
Total
Valid
Appendix II
(Reliability Analysis)
Cronbach Alpha
Normative
Reliability Statistics
Value Consciousness
ReliabilityCronbach's
Statistics
Alpha Based on
Cronbach's
Standardized
Cronbach's
Alpha
N of Items
N of Items
Items
Alpha
.745
3
2
713.
713.
Informative
Integrity
Reliability Statistics
Reliability Statistics
Cronbach's
Cronbach's
Alpha Based on
Alpha
N of Items
N of Items
Standardized
.876 Items
Cronbach's
4
Alpha
678.
678.
Overall
Reliability Statistics
Cronbach's
Alpha
N of Items
.772
Item Statistics
Mean
Std. Deviation
Informative
3.2727
.92340
165
Normative
3.2667
1.12148
165
Integrity
3.9798
1.10352
165
Value Consciousness
3.7293
1.01652
165
Self Gratification
3.7879
1.16759
165
Reliability Statistics
Cronbach's
Alpha
N of Items
.727
Item-Total Statistics
Cronbach's
Scale Mean if
Item Deleted
Total Correlation
Alpha if Item
Deleted
Normative
22.3384
15.477
.515
.678
Purchase Intention
22.7990
17.961
.202
.751
Self Gratification
21.8172
14.925
.553
.668
Value Consciousness
21.8758
15.615
.577
.666
Attitude
22.5864
18.270
.512
.696
Informative
22.3323
17.132
.431
.698
Integrity
21.6253
14.763
.625
.651
Demographics
23.8611
21.282
-.061
.760
Appendix III
(Questionnaire)
Sr #
_______________
Education
Age
Below intermediate
Intermediate or
Bachelor
Masters and above
Below 26
26-40
Above 40
Family monthly income
Professional Status
Student
Housewife
Working women
Other _________________
Stationery
Clothes
Jewelry
Spectacles
Home
Appliances
(AC, Fridge,
TV etc)
Watches
Ties
Designer
Lawn
Food (Sweets,
Chewing
Music
CDs
Shoes
Film CDs
Mobile
Phones
Which of the products mentioned above, you will not buy as counterfeit?
Please specify the reason.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Rank according to your opinion. Please Tick ()
Strong
ly
Agree
Agree
(4)
Neithe
r agree
nor
disagr
Disagr
ee
Strong
ly
disagr
Statements
It is quite risky to buy counterfeit Pakistani
Designer Lawn
I do not trust stores that sell pirated Pakistani
Designer Lawn
Stores that sell pirated Pakistani Designer Lawn
are quite untrustworthy.
Strong
ly
Agree
Agree
(4)
Neithe
r
agree
nor
Disagr
ee
Strong
ly
disagr
Statements
Strongl
y
Agree
Agree
(4)
Neithe
r agree
nor
disagr
Disagr
ee
Strongl
y
disagr
Statements
I consider very important that people be polite.
I admire responsible people.
I like people that have self-control.
I always attempt to have a sense of
accomplishment.
Please Tick ()
Definite
ly will
(5)
Probabl
y will
(4)
May or
May not
(3)
Probabl
y wont
(2)
Definite
ly wont
(1)
Statements
I will likely buy counterfeit Pakistani
Designer Lawn .
I will recommend my friend to buy
counterfeit Pakistani Designer Lawn.
Appendix IV
(Code Book)
Appendix V
(Code Sheet)
Counterfeit Products
T
e
x
Demograp
hics
O
t
h
C
o
s
P
e
r
T
o
y
S
t
a
C
l
o
J
e
w
S
p
e
A
p
p
W T
a i
t
e
D
e
s
F
o
o
M
u
s
S
h
o
F
i
l
R
e
s
1
A
g
e
1
E
d
u
2
F
a
m
3
P
r
o
1
1
0
1
1
1
2
1
3
1
4
1
5
1
6
1
7
1
8
1
9
2
0
2
1
2
2
D
o
Q
u
i
3
Lawn
Mo
rali
ty
of
bu
yin
g
N
o
t
5
N
o
t
5
H
e
l
2
M
a
k
5
B
e
n
3
E
n
j
5
N
o
U
n
t
4
Social
Influences
A
l
l
O
K
U
n
e
2
Nor
ma
tiv
e
Inform
ative
Purch
ase
Intent
ion
Personality
Factors
Value
Consio
usness
Inte
grit
y
R
e
c
o
m
m
e
n
d
A
s
k
3
C
o
n
1
G
a
t
5
O
t
h
5
G
o
o
5
C
o
n
5
M
a
x
5
G
e
t
5
H
o
n
5
P
o
l
5
L
i
k
1
F
r
i
e
n
d
s
3
2
2
3
3
3
0
1
4
1
1
4
0
3
3
1
1
3
2
3
1
5
2
3
2
4
2
5
2
6
2
7
2
8
2
9
3
0
3
1
3
2
3
3
3
4
3
5
3
6
3
7
3
8
3
9
4
0
4
1
4
2
4
3
4
4
4
5
4
6
4
7
4
8
4
9
5
0
5
1
5
2
5
3
5
4
5
5
5
6
5
7
5
8
5
9
6
0
6
1
6
2
6
3
6
4
6
5
5
4
3
3
1
5
3
4
2
1
2
3
3
5
3
4
2
3
3
1
1
3
5
4
3
2
3
4
4
3
4
3
3
3
4
1
3
3
1
1
1
4
3
6
6
6
7
6
8
6
9
7
0
7
1
7
2
7
3
7
4
7
5
7
6
7
7
7
8
7
9
8
0
8
1
8
2
8
3
8
4
8
5
8
6
8
7
8
8
8
9
9
0
9
1
9
2
9
3
9
4
9
5
9
6
9
7
9
8
9
9
1
0
0
1
0
1
1
0
2
1
0
3
1
0
4
1
0
5
1
0
6
1
0
7
1
0
8
4
4
3
3
5
1
2
2
2
1
3
2
4
3
1
2
5
3
5
4
1
3
3
3
5
5
3
1
1
3
1
4
1
4
2
5
1
1
3
3
3
3
1
1
0
9
1
1
0
1
1
1
1
1
2
1
1
3
1
1
4
1
1
5
1
1
6
1
1
7
1
1
8
1
1
9
1
2
0
1
2
1
1
2
2
1
2
3
1
2
4
1
2
5
1
2
6
1
2
7
1
2
8
1
2
9
1
3
0
1
3
1
1
3
2
1
3
3
1
3
4
1
3
5
1
3
6
1
3
7
1
3
8
1
3
9
1
4
0
1
4
1
1
4
2
1
4
3
1
4
4
1
4
5
1
4
6
1
4
7
1
4
8
1
4
9
1
5
0
1
5
1
1
1
1
4
2
1
3
1
2
3
4
5
4
3
2
3
4
3
2
5
4
5
2
2
2
3
2
1
1
1
1
3
1
2
3
3
3
4
5
3
2
3
4
1
5
2
1
5
3
1
5
4
1
5
5
1
5
6
1
5
7
1
5
8
1
5
9
1
6
0
1
6
1
1
6
2
1
6
3
1
6
4
1
6
5
1
6
6
2
3
2
3
5
3
3
4
3
5
4
4
4
1
2