Chapter IV

RESULTS AND DISCUSSION

This chapter showed the results of the data questionnaire followed by a

discussion of the research findings. Whereas, the data collected with the help of

the survey questionnaire was process and with the help of the tables and brief

explanation.

Table 1
Extent of Purchasing Counterfeited Shoes of Accountancy,
Business and Management Students

Indicators Mean SD Description

1. I prefer to buy counterfeited shoes as a gift to
2.84 1.13 Sometimes
myself
2. I buy counterfeited shoes in Christmas, back to
2.74 1.20 Sometimes
school
3. I save my allowance to buy counterfeited shoes 2.47 1.23 Seldom
4. I buy counterfeited shoes to replace my old shoes
2.78 1.12 Sometimes
with counterfeited shoes
5. I buy counterfeited shoes in urgent situation 3.07 1.27 Sometimes

6. I buy counterfeited shoes whenever there is dance

2.78 1.32 Sometimes
performance
7. prefer to buy counterfeited shoes than second
3.08 1.19 Sometimes
hand shoes (ukay-ukay)

8. I buy counterfeited shoes for sports activities 2.77 1.22 Sometimes

9. I buy counterfeited shoes as my trend and fashion

2.96 1.15 Sometimes
footwear
10. I buy counterfeited shoes for adventure (hiking,
2.60 1.21 Sometimes
trekking, camping)
Overall Mean 2.80 Sometimes
n=100
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The table 1 shows the results from the gathered data of the researchers

regarding to the extent of purchasing counterfeited shoes of Accountancy,

Business and Management Students. It contains the mean of every statements

and its corresponding description.

As evaluated by the Accountancy, Business and Management students, the

highest extent of purchasing counterfeited shoes was buying counterfeited shoes

than second hand shoes (ukay-ukay) as shown by a mean of 3.08 with the

description of moderately extent. Saving allowance to buy counterfeited shoes got

the lowest extent of purchasing counterfeited shoes as shown by a mean of 2.47

with the description of low extent. Other statements got an average description of

moderately extent.

The overall mean was 2.8 with the description of moderately extent.

Therefore, Accountancy, Business and Management student sometimes preferred

to buy counterfeited shoes in many situations like as a gift to their selves, seasonal,

urgent situation and etc. They just sometimes preferred to purchase counterfeited

because a lot of factor (e.g. durability, appearance) present that hesitated and

gave doubt to them in purchasing it.

The standard deviation is ranges from 1.13 to 1.32 which means it’s a

lowest standard deviation and it indicates that the data points tend to be close to

the mean.

According to Mangundap et. al (2018), most of the people knew that original

product had good reputation than the counterfeit. The trust between this two
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objects also different, where people more trust the Original Product than the

Counterfeit.

Basu et. al (2015) stated that many consumers bought branded products

not because they were brand loyal but, because branded products signify genuine

quality.
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Table 2
Level of Satisfaction of Accountancy Business and Management
Students in Purchasing Counterfeited Shoes

A. Price Mean SD Description

1. The affordability of the price 3.91 0.93 Satisfied

2. The standard (market) selling price. 3.52 0.90 Satisfied

3. The price discount 3.70 0.98 Satisfied

Mean 3.71 Satisfied
B. Durability
Moderately
1. The usability of counterfeited shoes 3.33 1.04
Satisfied
Moderately
2. The life span of the counterfeited shoes 3.05 1.03
Satisfied
3. The quality of raw materials used in counterfeited Moderately
2.99 1.08
shoes Satisfied
Moderately
Mean 3.12
Satisfied
C. Appearance
1. The texture of the counterfeited shoes compared to the Moderately
3.21 0.98
original one Satisfied
2. The similarity of the color of the counterfeited shoes Moderately
3.36 1.07
compared to the original one Satisfied

3. The shape of the counterfeited shoes compared to the Moderately

3.19 0.94
original one Satisfied
Moderately
Mean 3.25
Satisfied
D. Availability
Moderately
1. The number of units of the counterfeited shoes 3.25 0.93
Satisfied
2. The accessibility of the market selling counterfeited Moderately
3.47 0.98
shoes Satisfied
Moderately
3. The variety of design of the counterfeited shoes 3.46 0.90
Satisfied
Moderately
Mean 3.46
Satisfied
Moderately
3.40
Overall Mean Satisfied
n=100
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The table 2 shows the results from the gathered data of the researchers

regarding to the level of satisfaction of Accountancy, Business and Management

Students in purchasing counterfeited shoes. It contains the mean of every

statements and its corresponding description.

As evaluated by the Accountancy, Business and Management students, in

terms of the price of counterfeited shoes, the highest level of satisfaction was the

affordability of the price by a mean of 3.91 with a description of satisfied. The

standard (market) selling price got the lowest level of satisfaction by a mean of

3.52 with the description of satisfied. Accountancy, Business and Management

students were satisfied with the price of counterfeited shoes that shown in the

overall mean that was 3.71 with a description of satisfied.

In terms of the durability, the highest level of satisfaction was the usability

of counterfeited shoes with a mean of 3.33 and the description of moderately

satisfied. The quality of raw materials used in counterfeited shoes got the lowest

level of satisfaction by a mean of 2.99 with the description of moderately satisfied.

Accountancy, Business and Management students were moderately satisfied with

the durability of counterfeited shoes that shown in the overall mean that was 3.12

with a description of moderately satisfied.

In terms of the appearance of counterfeited shoes, the highest level of

satisfaction was the similarity of the colour of the counterfeited shoes compared to

the original one by a mean of 3.36 with the description of moderately satisfied. The

shape of the counterfeited shoes compared to the original one got the lowest level

of satisfaction by a mean of 3.19 with the description of moderately satisfied.

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Accountancy, Business and Management students are moderately satisfied with

the appearance of counterfeited shoes that shown in the overall mean that was

3.25 with a description of moderately satisfied.

In terms of the availability of counterfeited shoes, the highest level of

satisfaction was the accessibility of the market selling of counterfeited shoes by a

mean of 3.47 with the description of moderately satisfied. The number of units of

the counterfeited shoes got the lowest level of satisfaction by a mean of 3.25 with

the description of moderately satisfied. Accountancy, Business and Management

students were moderately satisfied with the availability of counterfeited shoes that

shown in the overall mean that was 3.39 with a description of moderately satisfied.

The price of the counterfeited shoes was the highest level of satisfaction

among the four category. It implied that the price was the main reason why the

Accountancy, Business and Management students tend to buy counterfeited

shoes. The durability of the counterfeited shoes got the lowest level satisfaction

among the four category. Overall, the grand mean was 3.40 with the description of

moderately satisfied. Therefore, Accountancy, Business and Management

students were moderately satisfied in buying counterfeited shoes.

Overall, the grand mean was 3.40 with the description of moderately

satisfied. Therefore, the price, durability, appearance and availability was

somehow met the satisfaction of the students.

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The standard deviation is ranges from 0.90 to 1.08 which means it’s a

lowest standard deviation and it indicates that the data points tend to be close to

the mean.

The two main differences between a counterfeit and an original product, as

perceived by a consumer, were lower price and the lack of quality guarantees.

Price and risk constructs were likely to be important factors regarding a consumer’s

attitude towards counterfeited products. Studies such as Cespedes et al. and

Cerdell et al. showed price difference to be an important variable when choosing

a counterfeit. In this sense, the tendency of the consumers to believe that high

(low) price means high (low) quality became even more important when little

information was available regarding the products quality on the consumers was

unable to determine the product’s quality. (Albarq, 2015)

According to Mangundap (2018) Many people know that the quality of

original product is higher than counterfeit. Original product have good quality of

material, long life, and the design also looks better than Counterfeit, which doesn’t

have quality of material, easy damaged, and the design also not as nice as the

Original one. The price of original product is higher than counterfeit, because of

the quality inside the product. The Original shoes product has good quality of

material, which makes the product more expensive than the Counterfeit, which

used bad quality of material.

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Table 3
Relationship Between Extent of Purchasing Counterfeited
Shoes and Level of Satisfaction of Accountancy,
Business and Management Students

Purchasing Counterfeited Shoes

Variables
R R2 P-value Remarks

Level of Satisfaction
0.642 0.412 0.043 Significant
of ABM Students

The table 3 shows the relationship between the extent of purchasing

counterfeited shoes and level of satisfaction of Accountancy, Business and

Management students. It contains the multiple r, r square, p value and if there is a

significant relationship or not.

As shown in the result, there was a significant relationship between the

student’s extent of purchasing counterfeited shoes and level of satisfaction. As the

extent of purchasing counterfeited shoes decreases, the level of satisfaction also

decreases. Since p-value was less than 0.05, the relationship was significant (a=

0.05, p= 0.043). As shown in the result, they moderately purchased counterfeited

shoes and they were also moderately satisfied on it.

According to Chaudary et al. (2014) Low Price, Easy Access and Past

Experience had a Positive significant relationship with Attitude towards Buying

Counterfeit Shoes, while Value Consciousness (negative) and Social Status found

an insignificant relationship with Attitude towards Buying Counterfeit Shoes.

Attitude towards Buying Counterfeit Shoes explained a considerable percentage

of the variance of intention to purchase counterfeits Shoes. Low Price and Past
 29

Experience found a positive significant relation with Purchase intention while Easy

Access found (negative) an insignificant relation with purchase intention.