Online Commercial Website

4.1 Introduction:

Through previous chapters, the literature reviews have quoted experts’ and non-experts’ ideas on what is the reason behind the existing of young consumers of counterfeit products instead the fact is that the prices are not much different from the real. There are different, not to considered contradict with each other, in observing the consumption of counterfeit product is rapidly rising. Studies show such pattern of consuming is based on their behavioral habits and existing perceptions from concerns on price, income, the others, purchasing intention and importantly social status.

To confirming such broad numbers of explanation, it is critical to contribute to the world with a realistic studies structure and useful result, methodology has been introduced in previous chapter – with general ideas on how this paper can collect and rely on different pieces of information. In this chapter, in-depth questionnaires will be structured in serving for the argument with real evidences.Finding will be discussed and interpreted to help reader link back to the topic with many more understanding.

4.2 Preparation:

There are no accurate or inaccurate theories and assumptions indicated in the whole research process, but rather different point of view of different participants and also researcher of the study (Walsham 1993). From research and data analysis in previous chapters, many sources and methodologies have been used to understand what would be the reason behind young consumers of age 18-22 toward luxury shoes and counterfeit shoes.It should never be absolute yes-or-no answers for the questions whether all of them follow the pattern, or whether they have same reason for them to do so. Mixed methods – including both qualitative and quantitative methods – are selected with belief to be the best suitable for the gather facts and argumentative information about the issue.

“Exploratory research is the initial research, which forms the basis of more conclusive research. It can even help in determining the research design, sampling methodology and data collection method (Singh, 2007)“. Exploratory research “tends to tackle new problems on which little or no previous research has been done (Brown, 2006)”. Unstructured interviews are the most popular primary data collection method with exploratory studies.

Follow, questionnaire will be conducted in study abut relative questions and optional answers designed to examined further information about the research topic.

4.3 Survey and Findings

Many research projects and dissertations demand the collection of primary data from individuals. Questionnaires are popular and fundamental equipment’s for obtaining information on public knowledge and perception (Bird, 2009). When this information is combined through a mixed methods approach, results including broad information volume can be obtained, which are both complex and quantifiable, adding a high value perspective to the development of appropriate risk elimination and adaptation strategies.

With the customized survey structure will be introduced below, questions are studied to be effective providing significant pattern.

4.3.1 Questionnaire design

The survey has been given to more than 500 people in various public places - such as school campus, neighborhood, shopping mall, supermarket, etc. the consideration is to collect as many responses as possible, with no limitation on people’s genders, ages or background – or at least, with no intention in separation in the initial handing out survey questions.

After counting the result, it is shown that there are 37% of the answers is from people from 15 to 17 years old, 40% from 18 to 21 years old, 39% is from 22 to 24 years old and the rest 16% is others – who are mostly counted from 35 to 48 years old. With the initial and random survey spread, the results and final statistics are promised to give more knowledge about the consuming behaviors, as well as how different consuming behaviors are affected by the other factors.

The survey has 12 questions mainly mention about shopping and buying habits of people when thinking or making decision about buying or actually being on a shopping action. In order to complete the survey, it should not take more than 7-8 minutes, rather there is circumstances that people overthink or being affected by different thinking influences. The questions and optional answers are designed to motivate people to answers without spending too much of effort to “make up” responses, since, at the end, result will be compile and interpreted in a general sample; instead of arguing about any specific cases. This is purpose of focusing on recognizing common pattern and its “outliner” – differencing from analysis cases.

4.3.2 Findings

The questions are answer with no forced or biased from the survey-giver, but only the others unseen (answerers’ moods, health conditions or physical stages, etc), unpredictable and un-preventable (urgent matter, affects from past experiences, going with friends’, affecting by out-standers by, etc).

After asking about age range, the second question is asking about how often people go for shopping shoes. The specific shopping product has been asked since shoes are one of the most famous product of counterfeiting.

Question: How often do you go shopping for shoe?

Question: Which channel you usually go for shopping?

Result from the 500 responses shows that they tend to shop more than one time a month – twice or more than twice option gain high percentage. Moreover, the next question about shopping channels receives high responses on choosing online store, or online commercial website to shop. This surprises with the fact is that number of people going out to shopping places does not reduces but the number of shopper using online commercial website increase simultaneously. This suggests the fact that people tend to go to shopping places more, but not for the purpose of shopping but hanging out and also actually try on clothes or shoes they want to buy – but no. They “examine” clothes, shoes, stuff, etc through their physical visit and continue to research and shopping online.

Question: Rate 1 to 6 for the importance of shoe price in your opinion

(1=not important, 6=extremely important)

What would be the “strategy” of buyers when decide to try the clothes in physical stores and then continue to buy them online? Answers about the importance of price show that most of everyone care about what they are going to spend on. The neutral and low-range reasons in the illustration above does not mean that there will be less people like them in the real world. There is always opposite opinions and habit on different things in life.

The next question discovers that people also care a lot for promotion and discount on products. They can gain the discounting benefits from registering membership with the brand.

Question: Why do you join this program?

People has been asked if they take part in any membership program from the shopping site that they usually go to. There are 73% of the response is positive that they have and would love to register for membership – if have – with shop sites that they usually go to. The reasons that attracts them on taking part in the membership program is shown in the illustration above. Staff’s recommendation surprisingly did not shows high rate in influencing people to register, but the others factors of special promotion, discount going with registration represent higher influences. Others option have been included by some responses that they are encouraged by friends that go with them on that day, or simply applying for any future promotion.

Question: Why don't you join the membership program?

For the rest of 27%, who are not taking parting membership program with the shop that they usually visit, responded with in likely even rate for different reasons listed. “Others” options is specified that they just do not have time to do so. Some people also disclosed that they feel annoying when the program might get their personal information and continuously contacting those, sending them advertising that they do not wish to see every day.

This explained the consuming pattern of the majority is that they care very much for promotion and price discount whenever they have the chance. This connects to the result of the following questions about their purchasing-decision making and buying habit.

The consumers shows their buying patterns toward the frequent habits of constant reviewing and searching for news about their targeted products. “Others” in the first question is told that they have been listened to friends, family’s recommendations. “Others” in the second questions is explained with people’s wants to actually review for the brands if they launch any news product line or product types.

On the whole, results of the entire survey shows us the ideas of how prices and self-buying-habits are constantly favored in people’s consumption. It can be further understand on how consumers take their personal selecting style and concerns prioritized against the other factors. Two of the most attractive factors for consumers to think of buying is price and promotion because spending money on buying product – especially in the market of day-by-day updates – is a critical action to take. Moreover, it is essential to reclaim that most of the survey population is young consumers, who potentially are not afford to spend without support, or afford to spend without careful plans. They tend to reach out for reviews from many sources, family, friends, colleagues, etc. Now, the advanced development of technology and social media, consumers easily research out for public and common review on the product, not to mention the associated products, where to order it and delivering.

There is a high demand in reaching for the best product price, there certainly will be supply to satisfy customer’s need. Counterfeit products have been then famous in the market, which build up a new shopping thought and sources for consumers to consider. Price is a highly critical factors for consumers in buying, therefore, any “favorable” price with similar-look product will attract people immediately.

4.4 Discussion

4.4.1 Thoughts when choosing which shop to step in

There are many “concerns” coming up in most of people’s mind in doing shopping, such as price, for who those products are going to be for, brands, purchasing intention, purchasing habits, and knowledge and so on. Customers, sometimes find themselves searching for something but end up buying something else. Customers are distracted from their initial intention because of “sale off’ sign and impressive advertising. Firstly, it is hard to distinguish between real and counterfeit products. Second of all, customers find counterfeit products are good enough for them to buy at the time.

4.4.2 Argument about ethics in purchasing

It gives us a serious thought about “people know it is wrong to produce and use counterfeit money, but why do we not think twice when it is a fashion product? (Lee and Workman, 2011)”. There is a difference between a “different version” of a designer’s manufactured product and a counterfeit product in the market. After long and well-discussed process, the repetition of ethic in consuming behaviors will be irresistibly mentioned and argued.

Designers work hard to release the newest fashions for the market individual (Lee and Workman, 2011). Researching a company to find out which specific aspects make the distinct designer special is the most precise and clear explanation why consumers to educate themselves before making a purchase.

People did not see the importance in their individual buying pattern:

Counterfeit fashion products and merchandise are not new to anyone. The $600 billion annual industry (Dimet, 2006; Nanda, 2007) continues to grow every year and increases. Of all goods sold around the world, over 10% are illegally copied or faked (Fighting Counterfeit, 2007). About 20% of product come from street vendors, flea markets, and auctions. Internet sites sell approximately 14% of the counterfeited merchandise (Dimet, 2006). The statistics prove it is an eztreme difficult process but with knowledge, all consumers can and should beat the growing business of counterfeit and fake products, with the thought of respecting the designers. However, for above-mentioned reasons, customers choose not to take serious act against counterfeit products and the market.

Questionnaires shows out result that people care more for affordable price, as much as it can be, when come up to the decision for counterfeit products. This explain a lot when the young go for buying counterfeit product – they care about that they have the product with the particular design and figures, with a-little-bit-more-affordable price instead of the real value behind what they will possess for long time. Therefore, they usually not pay attention or built enough effort or patience for showing loyalty with brand or long-term purchasing through register membership.

4.4.3 Sport footwear – one of the highest rates of counterfeit product consumed

According to Organization for Economic Cooperation & Development (OECD) report on the economic impact of counterfeit shows that the drawback from the sportswear industry turning into a fashion industry has attracted counterfeiters (Perumal, 2017). It is easy to imitate because it is always connected to big events such as the World Cup or another major event where counterfeit traders can concentrate on producing a huge amount of fake sportswear. By knowing these facts, the psychological explanation for young consumers of counterfeit shoes can be understood further, as counterfeit products cover a large coverage of the market, attract big number of attention; especially those can be designed as close as real products.

Further researches further showed explanation toward the intention to buy will affect behavior of buying. “Utilizing the exploration demonstrate over, the researcher will look at whether the variables will at last be changed over into plan that leads buyer to buy counterfeit sportswear or to stay far from it (Perumal, 2017)” The attitude toward behavior is defined as a person‘s evaluation about the consequences of performing the behavior. In another word, it clearly depends to one‘s constructive or destructive approaches of thought and actions around doing the target decision (Yahyapour, 2008). The correlation is positive; in another meaning, the more favorable consumer‘s attitude towards purchasing counterfeit sportswear was, the more likely the consumer intention to purchase counterfeit sportswear.

4.5 Limitation of questionnaire method:

A questionnaire survey may get only unusable responses or none at all, as people usually fo for very neutral responses. These are unwanted flaw in questionnaire survey. Rowe (2008) found that “most studies using semi-structured questionnaires lacked specific information on question wording and phrasing”. Hawkes and Rowe (p. 637, 2008) questioned: “Can we therefore be sure that differences identified in risk perceptions are due to the differences between the people being questioned, or differences in the framing of the questions posed?”. These are very accurate commentary on survey – considering as a “easy-result” the survey designers have to learn.

However, this is on the other hand, a well-prepare fi survey questions can save the survey result as a whole- as answers of one questions ca be interpreted at plenty number of hypothetical system to further test the issues.

It is therefore important to be able to identify and avoid any pitfalls of questionnaires to ensure a successful result.

4.6 Contribute to the future

This model makes a contribution towards filling the gap in available researches on social consuming behaviors and potential fashion choices.