Title

Counterfeit Culture: the Effect of Brand Status on Consumer Willingness to Buy Counterfeits In Shanghai and Charleston

Author(s)

Natasha AustFollow

School Name

South Carolina Governor's School for Science & Mathematics

Grade Level

12th Grade

Presentation Topic

Consumer Science

Presentation Type

Mentored

Abstract

The production and sale of counterfeit goods is a controversial issue in today’s society, largely impart to differing intellectual property rights between countries involved in global trade. This study analyzed consumer’s opinions regarding the purchase of counterfeit goods in both the Shanghai and Charleston area to witness how the market is viewed from people directly at the source, the consumers. Respondents answered a series of likert-scale questions that categorized their opinions under three variables: Risk, BrandStatus, and Ethics. To account for variances in background, each participant was likewise asked to complete a socio-demographic survey prior to the completion of the other questions. This data was then placed in tables and regressions were run to determine positive and negative variances between the Shanghai and Charleston groups. After regression tests it was concluded that Charlestonians are more inclined to purchase counterfeit goods than Shanghainese. Moreover, as the BrandStatus variable increases among Shanghainese, their willingness to buy a counterfeit product decreases. While as BrandStatus increases among Charlestonians, so does their willingness to buy a counterfeit.

Location

Founders Hall 255 A

Start Date

3-30-2019 11:30 AM

Presentation Format

Oral Only

Group Project

No

COinS
 
Mar 30th, 11:30 AM

Counterfeit Culture: the Effect of Brand Status on Consumer Willingness to Buy Counterfeits In Shanghai and Charleston

Founders Hall 255 A

The production and sale of counterfeit goods is a controversial issue in today’s society, largely impart to differing intellectual property rights between countries involved in global trade. This study analyzed consumer’s opinions regarding the purchase of counterfeit goods in both the Shanghai and Charleston area to witness how the market is viewed from people directly at the source, the consumers. Respondents answered a series of likert-scale questions that categorized their opinions under three variables: Risk, BrandStatus, and Ethics. To account for variances in background, each participant was likewise asked to complete a socio-demographic survey prior to the completion of the other questions. This data was then placed in tables and regressions were run to determine positive and negative variances between the Shanghai and Charleston groups. After regression tests it was concluded that Charlestonians are more inclined to purchase counterfeit goods than Shanghainese. Moreover, as the BrandStatus variable increases among Shanghainese, their willingness to buy a counterfeit product decreases. While as BrandStatus increases among Charlestonians, so does their willingness to buy a counterfeit.