Age Ethnicity Education Annual Income Int 1 24 British Postgraduate Less than £20,000 Int 2 25 Polish Postgraduate £30,000 cca Int 3 23 Turkish Postgraduate £16,000- £30,000 Int 4 22 Asian Undergraduate More than £ 30,000 Int 5 22 Helvetian Undergraduate £ 25,000 cca
Our main limitation was to use a convenient and very small sample
No statistical significance to support our main hypothesis .
We cannot state whether social recognition and social susceptibility drive purchase intentions and which one does more.
H2 was rejected :
Social Susceptibility is positively correlated to purchase intentions.
A possible explanation may be that social susceptibility is not necessarily a barrier . It may cause emulation. It can act as a sort of social pressure, either by reference or aspiration groups, as mentioned by interviewees. The purchase may be perceived as not bad by certain groups (eg. Students)
The ambiguity of this variable is reflected in the fact that quantitative and qualitative data here differ
Ambiguos role of Social susceptability in positively and negatively influence the purchase of counterfeit luxury product should be investigated more accurately (testing this specific aspect).
Need of recogniton has been indicated repetitevely as the main social motivations either in interviewees and questionnaire responses.
Need of recognition and income are negatively correlated as repetitevely mentioned in the interviewes.
Need of further analysis on larger sample to investigate the contradictions emerged and run a more representative analysis of the two variables.
Campaigns may stress the fake or negative recognition caused by the purchase of counterfeit products to disincentive purchases.