Business research Synopsis: Impact of brand awareness on consumers attitude towards counterfeited brands


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Business research Synopsis: Impact of brand awareness on consumers attitude towards counterfeited brands

  1. 1. Impact of Brand Awareness on Consumers Attitude towards Counterfeited Brands.(With Special Reference to Mobile brands in india). ---------------++++--------------Submitted by Shihab Ali.m A Dissertation report submitted in partial fulfillment of requirements for internal evaluation(B.Com 5th semester). PSMO College Tirurangadi, october-2013
  2. 2. Introduction Counterfeiting is the practice of manufacturing goods, often of inferior quality, and selling them under a brand name without the brand owner’s authorization. Generally, counterfeit goods are sold under a trademark that is identical to or substantially indistinguishable from the brand owner's trademark for the same goods, without the approval or oversight of the trademark owner. Many wellknown brands, spanning various industries, are victims of counterfeiting. Brand awareness means the awareness of the existence of the brand.
  3. 3. Statement of the problem For centuries counterfeits have presented a serious challenge for the consumer brands. Counterfeiting is not just about losing money on illicit sales, but the public safety and health is also put at risk, because the counterfeiter is not really bothered about safety features. In a detailed breakdown of the counterfeit goods industry, the total loss faced by countries around the world is $600 billion, with the United States facing the most economic impact.In India it self many famous brands are being counterfeited. For example;in India it is found that Fake medicines are estimated to occupy 15-20 % of the totalmarket, 10% of major soft drinks sold are fake, Over 60 companies have their names starting with NIKE etc.
  4. 4. Due to these negative impacts companies are spending crores of money for creating brand awareness among the consumers, so that they will be able to distinguish fakes from legitimates and stay away from them. But unfortunately consumers buying decisions are not only influenced by brand awareness, they are also attracted by low price, convenience to purchase, quality etc. So in such a situation what this research is trying to study is the relationship between brand awareness and consumers perception of counterfeited brands and also to know, is their any meaning for the crores spend by companies on creating brand awareness to overcome the challenges of counterfeiting?.
  5. 5. Objectives: Following are the research objectives •To Analyze the relationship between Brand awareness and consumer preference . •To identify the factors influencing consumer buying behavior. •To find out the elements creating brand awareness. •To review the customer purchasing habits against quality and price attributes. •To check the effectiveness of brand awareness programs in overcoming the challenges of counterfeiting .
  6. 6. Hypothesis H0 = There is no relationship between brand awareness and consumer preference. •Customers always look for price rather than quality and popularity while choosing the product. •Brand awareness and the purchase of fake brands have no relation. •Brand awareness programs are not effective in preventing the challenges of counterfeiting.
  7. 7. Variables 1. Brand awareness. Educational level. Access to company advertising. Sources of brand awareness. 2. purchase of fake brands. Emergency purchase. Price of fake brands. Quality of fake brands. Quantity purchase In ability to purchase branded products. Easy availability.
  8. 8. 3.Advertisement. Access to advertisement. Media. Advertisement and brand awareness. Attitude towards advertisement. 4.Buying behaviour. Price of products. Quality of products. Brand identity and popularity. Luxury. Imitation of others. After sale service. Discount. Product availability.
  9. 9. Research Methodology 1.Basic design of the study. This research is Descriptive in nature. In descriptive research the data needed for the study are collected through observation, interview and mailed questionnaire. That means the main sources of information are primary sources. In order to collect information about company advertisement and some product information the researcher also needed to use secondary sources. The primary data will be collected from the selected respondents using a structured questionnaire.
  10. 10. 2.Nature of the sample. In order to select the samples, researcher has to use purposive sampling. This is because a proper sampling frame is not available in this study and also the researcher wanted to include proportionate samples from various age groups which will be a proper representation of the population. The number of samples to be used is 100.
  11. 11. 3.The data collection techniques. The real methods for collecting various kinds of data has explained below in detail:Primary source of information Primary source of data required to proceed with this research will be collected from selected consumers by using a questionnaire .A sample size of 100 is choosen to gather the required information about the customer buying behavior for duplicates . opinion from the selected respondents will be used as the primary source of information. The researcher has to collect consumer awareness details of 50 mobile brands in india
  12. 12. Secondary source of information Secondary source of information has to collect from different Economic reviews and Books stating the information about customer purchasing behavior and details of brand awareness programs of companies. Few websites are also needed to use to collect the statistics regarding the impact of duplicates on the branded companies.
  13. 13. 4.Statistical tools. Since the research has involved a number of comprehensive quantitative figures related to both brand awareness and counterfeiting and also sales details of both original brands and their fakes, variety of charts and graphs has to use for the purpose of analysis. The following are the tools used in this research:-A.Correlation(r) correlation will be used to measure the relationship between brandawareness and purchase of fake brands by the consumers.
  14. 14. Formula for calculating correlation:-- B.Chi square test( ) in this research chi square will be used to measure the effectiveness of brand awareness programs in overcoming the challenges of counterfeiting. formula for calculating chi-square:--
  15. 15. Literature Review 1.Counterfeiting Exposed: Protecting Your Brand and Customers David M. Hopkins, Lewis T. Kontnik, Mark T. Turnage –willy 2013; A clear and compelling guide to the complex world of counterfeiting This book provides readers with an overview of the complex subject of counterfeiting in the twenty-first century-not the traditional notion of counterfeiting fake currency, but the counterfeiting of luxury goods. 2. The Economic Impact of Counterfeiting and Piracy-OECD (organization for economic cooperation and development)2005; Counterfeiting and piracy are illicit businesses in which criminal network thrive.the report shows that the item that they and other counterfeiters and pirates produce and distribute are often substandard and can even be dangerous,posing health and safety risks thatrange from mild to lifethreatening…the magnitude of counterfeiting and piracy are of such significance that they copled strong and sustained action from governments,business and cosumers.
  16. 16. 3.Fighting brand counterfeiting in E-commerce: Nike as an example ---Annika Kristin baker; The term product piracy has developed in the end of the seventies,as a high number of products entered the market,which in fact were marked with a brand,but which did not derive from the original manufacturer.It seemed that time that exclusively luxury goods,high priced and very prestigious,were affected by product counterfeiting. 4.Kasl Kollmannová, D. [2012],“Fake Product? Why Not!” Attitudes Toward ,The Consumption Of Counterfeit Goods In Cee As Shown On The Example Of Slovakia, Central European Business Review Research Papers Volume 1, Number 2, October 2012 Accessed at, Accessed 5.Brands, trademarks, and advertising Rodney D. Ryder-- LexisNexis Butterworths, 2003 On the legal protection of brands from copying, counterfeiting, and unfair competition
  17. 17. Limitations Limitations of sampling as the selection is not randomly. infinity of population. Respondents reluctance . Difficulty of combining all types of questions in questionnaire.