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APPENDIX A: Data Collecting Instrument

A Study on Consumer Behavior Pertaining to Brand Preferences among College

Students of Selected Urban and Rural Areas
Good day! We are graduating AB Legal Management students of the University of
Santo Tomas. We would like to request a few minutes of your time to answer this survey
which aims to determine and compare college students’ buying behavior towards original and
imitation brands. Rest assured that the information you will give us will be kept confidential
and will be used for the sole purpose of this research only. Thank you very much!
PART ONE: Respondent’s Profile. Please provide the needed information.
Gender: ______ Age: ___ Year Level: _______
Monthly Allowance (please specify): ___________
Who/what is the primary source of your monthly allowance? (e.g. parents,
part-time work, etc.) _______________________
Please rank the following from 1 to 6, with number 1 as your most important
reason and 6 as your least important reason in purchasing original products.
__ __ Influe
Quali Imag nce
ty e
__
__ __ Desi
Prest Socia gn
ige l
__
Style
How much price difference between original and imitation products is good for
you? Assuming the price is reflecting the quality of the counterfeit products.
 ₱500 and below
 ₱501 – ₱1,500
 ₱1,501 - ₱3,000

PART TWO: Please indicate the degree of your agreement or disagreement

with each statement by marking in the box provided below.
SD – Strongly Disagree, D – Disagree, A – Agree, SA – Strongly Agree

Section A SD D A SA

My family greatly influences my buying preferences

because of the intensity of our relationship bonds.
I prefer genuine (original or branded) items over
counterfeits (imitations).
I purchase products based only on my friends and/or co-
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workers’ opinions.
If I have little experience with a product, I ask around.
I consult other people to help choose the best alternative
available from an expensive brand.

Section B SD D A SA
I consider my convenience (capacity, status in the
society, and age) in buying a product.
I tend to purchase products based on its popularity.
I believe that the higher the price of a product, the better
the quality.
I am concerned about price and product quality.
I compare prices for the best value for money.
I like to be sure that I get my money’s worth.
The risk that I take when I buy a counterfeit product is
high.
Spending money on counterfeit products might not be
wise.
I always look forward to trying new products.
The status of a product does not matter to me.
A product is more valuable to me if it has “high status”
appeal.

Section C SD D A SA
I generally like shopping.
The most important thing for me is suitability to my
culture, belief, tradition and custom on the products that I
will buy.
It is important that my friends and family like the brands
and products I buy.
If other people see me using a product, I often purchase
the brand they expect me to buy.
I like to know what brands and products make good
impressions on others.

Section D SD D A SA
I do shopping to make myself happy.
I feel frustrated with myself after buying counterfeit
products.
If I buy counterfeit products, it may negatively affect what
others think of me.
It is important that a seller convinces me in every aspect
first before I buy a product he sells.

Section E SD D A SA
Buying counterfeit products infringes intellectual property.
Buying counterfeit products will hurt the luxury (original or
branded) goods industry.
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It is illegal to buy counterfeit products.

The quality of counterfeit products is similar to genuine
products.
Counterfeit products have similar functions to genuine
products.
Considering price, I prefer counterfeit products.

Section F SD D A SA
I would think about counterfeit products as a choice when
buying something.
I will buy counterfeit products.
I will consider purchasing counterfeit products as a gift to
friends and family.
I would recommend counterfeit products to friends and
family.
I would say favorable things about counterfeit products.