University of Santo Tomas

INNOVATION & TECHNOLOGY SUPPORT OFFICE

Office the Vice Rector for Research and Innovation
A.Y. 2016 – 2017
Ground Floor, TARC
España, Manila 1015, PHILIPPINES

University IP / Research Registry

Project/
A Study on Consumer Behavior Pertaining to Brand Preferences among Liberal
Thesis/Dissertation
Arts College Students of Selected Urban & Rural Areas
Title:
Gan, Danice G.
Proponents/Authors:
Tenedero, Caryl Joy L.
0917 516 1741 / danice.gan@gmail.com
Contact No./Email:
0917 629 8243 / cjltenedero@gmail.com

Signature of
Proponents/Authors:

Adviser: Mr. Alain Jomarie Santos, CPA, MBA

Department: Department of Interdisciplinary Studies

Affiliation:
College/Faculty: Faculty of Arts and Letters

Counterfeiting has become a relevant phenomenon in the business industry. Some

manufacturers and retailers have a long history of free riders on already
Brief description established brands by means of imitation strategy. This phenomenon has become
(Including synthesis of a threat to original brand owners causing them to lose profit. Reports show that
extensive review of counterfeiting has also become rampant in the Philippine market scene. Thus, this
literature): comparative study aims to examine how social, personal, cultural, and
psychological factors influence the consumer behavior of Liberal Arts students of
urban and rural areas towards original and counterfeit goods.
Consumer Behavior, Counterfeit Products, Original Branded Products, Urban
Keyword(s):
Market, Rural Market
This may serve as a preventive measure in developing one’s consumer attitude
leading towards purchase intention and in learning the positive and negative
implications of buying either original or counterfeit product brands.
This may raise awareness regarding the existence of counterfeit product brands.
Significance of the This may also challenge the community, as a whole, to patronize original product
project/study: brands over counterfeits.
This may aid original product brand owners and/or manufacturers in understanding
why some consumers prefer counterfeit product brands over the original ones
which then can help them develop better strategies to attract the consumers to buy
their products and not the counterfeits.

Results show that the respondents are wise consumers because they value quality
over prestige and external factors. Results also suggest that both the students in
KSU and UST have a positive consumer attitude which means that they purchase
Expected Output:
their products wisely. The researchers conclude that personal, social, cultural and
psychological factors have greater impact on KSU students who has a higher
chance of purchasing counterfeit products rather than UST students.

I hereby certify that the proponent/s have submitted to me their synthesized review
of literature as part of the requirements for the submission of the accomplished
IP/Research Registry Form.

Certification from
Adviser: ______________________________
Signature over Printed Name

____________________
Date

____________________________________________________________________________________________________
OVRRI-ITSO Form: University IP/Research Registry v. AY 2016–2017 UST:SO21–01–FO02
Page 1 of 1