GOOD SAMARITAN COLLEGES

SENIOR HIGH SCHOOL

Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

THE IMPACT OF BRAND AUTHENTICITY TO THE CONSUMER’S DECISION

MAKING

_________________________________________
A Research Paper

Presented to the

Faculty of Senior High School

Good Samaritan Colleges

Cabanatuan City

______________________________________

In Partial fulfillment

Of the Requirements for

Practical Research 2

By

Arcega, Misty B.

Arenas, Chynna G.

Calimag, Jhanella Elizabeth T.

Cruz, Nicole Anne O.

Dela Vega, Alexandria

Feria, Myka Beatriz R.

Gregorio, Neil Alyson M.

Maducdoc, Mariah Andrea G.

Relator, Leslie Joy H.

12 ABM - Accountancy

(October 2019)
GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

CHAPTER 1

The Background and Its Setting

Introduction

Everyone has a lot of needs and wants in life. It could be

foods, utilities, medicines, school supplies, new kicks,

clothes, cosmetics, accessories – you name it. There are a large

number of things or products people actually spend money on that

leads them to buy from time to time or on a daily basis. For

some people, buying is needed to be done to be able to fulfill

their basic demands in life but for the others, buying should be

done so that they could meet their desires. Throughout the

years, people have developed a systemic way of purchasing

products in the marketplace to be able to satisfy their

necessities. People’s choices and decisions in terms of

purchasing may vary because of the influence of different

factors in life. Decision making is probably the hardest thing

to make especially to consumers because nowadays, they are being

surrounded by so many choices and endless amount of

opportunities.

Needs and wants are the basic reason or the minimum

requirement consumers look for in a product. They are called

the qualifying or the “gatekeeper” dimension in a purchase

(Principles and Practices in Marketing, 2017, P. 11). According

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

to the five steps of the decision making process of a consumer,

determining the problem or needs, collecting some information

about the product, evaluating alternatives, making a purchasing

decision, and post-purchasing are all part of the stages that a

consumer must undergo just to meet their needs and wants in

their everyday lives. Based on Business Dictionary, consumers’

actions are determined by psychological and economical factors,

and are influenced by environmental factors such as cultural,

group, and social values.

Indeed, decision making plays an important role when one

purchases a product because they must undergo processes and

consider various things. Also, this topic about consumers’

behavior is of outmost important for marketers. They must know

how consumers decide and what changes they should anticipate to

make their products greater and to be able to develop right and

effective marketing strategies and tactics.

According to “UK Essays” (2018), consumers practice

extensive decision making when buying products. Their purchase

involves comparing many alternatives and evaluating them in

terms of different characteristics. The process of their

decision making really requires a significant investment of time

and effort. Barkman (2018) stated that if marketers know the

reason why consumers choose the products they choose, they have
GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

a big chance of gravitating them towards their products and

also, they can give consumers the best products that they can

offer. In addition, he mentioned that the decision making of

consumers has a huge role in the marketing field. Once marketers

study the behavior of consumers, they will figure out why

consumers are being selective in terms of purchasing certain

kinds of product.

In times of increasing uncertainty or doubt when a consumer

is in the middle of making decisions, brand authenticity is an

essential human aspiration, making it “one of the cornerstones

of contemporary marketing” and a major factor for brand’s

success. It is undeniable that brand authenticity is becoming a

prevalent phenomenon and an issue in today’s marketplace because

most of the people commonly feel uncertain in their daily lives,

even in the products or brands that they consume (Bruhn,

Heinrich, Schafer,Schoenmuller, 2012).

In this day and age, aside from brand authenticity, the

trend of high end replica items has also been increasing

quickly. These are the products that are copies of authentic

products which can be indistinguishable from the original. These

products might range from branded items such as shoes, clothes,

bags, jewelry, accessories, and many more. This is causing

original brand companies a great deal of frustration while

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

consumers experience extreme confusion that makes their decision

making even harder.

However, the studies and researches conducted about brand

authenticity and high end replicas are still not on its peak.

This issue is still left unnoticed by many; it seems like only a

small amount of attention has been given to this topic. There

is indeed an insufficient understanding and lack of awareness on

the importance of identifying the ways on how consumers perceive

authentic brands and its impact on their decision making.

Given these conditions, the researchers are motivated to

undergo this study primarily to know which among the authentic

products and high end replicas are patronized by the consumers.

The researchers see the need to delve into the issue of the

consumer’s purchase decision with regards to choosing between

authentic brands and high end replicas because every person is

playing a role of a consumer and makes a lot of buying decisions

almost every day. This will give the consumers the ability to

gain information and comprehend it purposefully as well as

meaningfully so that it would be useful and applicable to them.

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

Review of Related Literature

The concept between brand authenticity and the consumer’s

decision making is a prevalent issue from any economical

settings in different societies. Brand authenticity upholds the

integrity, validity, reliability and honesty of a certain

company. If a brand is truly authentic and original, consumers

will undoubtedly patronize it. However, due to the influx of

high end replica products within our country, the purchase

decisions of consumers when it comes to buying authentic brands

are affected. With that being said, consumers may patronize both

kind of products but they can only choose one between the two.

This chapter presents review materials found to be relevant

and have bearing to this study. The literature reviewed below

examines the consumer’s decision making, consumer’s income, age,

gender, and relationship status that might affect their purchase

decisions. These articles provide additional and wider

information, which enrich insights and knowledge regarding to

the topic of the study. Reviewing related materials helped the

researchers to gather valuable data and ideas that are integral

to the whole study.

The researchers gathered the following information for the

development of ideas regarding brand authenticity. The

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

researchers firmly believe that the information gathered will be

beneficial to the business owners as well as the consumers,

which can help them influence the market. The data gathered were

relevant, and have been analyzed and assembled by the

researchers to be able to build a better understanding among the

persons who will try to read or study this research.

Cconsumer’s Decision Making

Today's market economy has a lot of products to offer to

the consumers. Needless to say, our economy will not function

without consumers as they are considered the heart of the

economic industry. With a wide range of products available in

the industry, consumers are obliged to be analytical when it

comes to choosing which product they should purchase. From

purchasing a simple canned good to purchasing clothes, consumers

follow a few basic steps that allows them to properly decide

which product they could buy. The consumer decision-making

process consists of five steps, which are need recognition,

information search, evaluations of alternatives, purchase and

post-purchase behavior ("Study" 2015). The following decision-

making process by consumers serves as a guideline in choosing

the best product they could buy within our economy.

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

The decision making of consumers are also affected by a few

notable factors. These factors commands what kind of product

they could buy, how much money they can spend on a product, and

what brand of product they will buy. According to Chakraborty

(2017), the following factors greatly influence the buying

decisions of consumers in our economy; this includes the

economic, functional, social, personal, marketing mix, personal,

psychological, and cultural factors in the environment of the

consumer. In the Philippine settings, Filipinos are also quite

careful in their spending decisions. The Filipino buying

behavior is influenced by various factors such as family,

friends, relatives, and colleagues, and over the years, this

buying behavior was already affected by modern philosophy as

influenced by Asians, Americans and Europeans, and the like

(Castillo, 2018).

Consumer's Income Affecting the Purchase

The income of a consumer greatly affects his or her

purchase decision. Normally, when income rises, the consumer has

the capability to buy more and expensive goods. They have the

ability to choose whether to buy an expensive product or buy

both expensive and cheaper products. However, if income falls,

the consumer has no choice but to buy affordable and cheaper

products (Taylor et al., 2017).

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

Today, economic inflation increases more than the Filipinos

are expecting. This inflation also affects their financial

income which makes purchasing difficult for them. The cost of

living increases, while their income remains the same. This

affects their purchase decision. Some of them are capable of

buying expensive products, while most of them prefer buying

products that does not cost them that much. In fact, in the

Philippines, high end replicas are more prominent than authentic

products ("LookUpgrade Corp." 2018).

Customer's Age Affecting the Purchase

Age is an important demographic factor that affects

consumer behavior. As people grow, their needs and buying

decision making patterns change. Age brings changes to people’s

lifestyle and with it, their needs and personal values are also

affected. When people are young, they spend more on their

lifestyle needs from fun and movies to fashion. As they grow

older, their expenses on these things shrink. Also, people’s

choice of brands and products start changing as they grow older.

In fact, an old consumer is more serious when it comes to

choosing brands and quality than younger consumer who is more

likely to be adventurous (Pratap, 2017).

In the Philippines, online shopping and cashless payments

are very prominent. In fact, most of the consumers are ranging

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

from the age of 17 to 25. More millennials shopped online and

used cashless payments for their purchases in 2017 due to sale

events and promos. These young consumers are more likely to

spend a lot of money just to buy patronized products, just like

skincare products, digital products, school supplies, make ups,

clothes, and shoes. They tend to buy a lot of stuffs more than

older consumers who prefer buying stuffs which they only need

(Abadilla, 2018).

Consumer's Gender Affecting the Purchase

Between male and female sexes, several things are different

and these differences also affect their buying choices. The two

sexes have different needs in terms of fashion and lifestyle.

So, their consumer behavior in these two areas can be vastly

different. It is mainly the difference in needs that lead to

differing choices. Also, female consumers have more needs than

male consumers have. Homemakers are less likely to be involved

in impulse buying. In most of the households, it is the women

that influence most of the product choices (Pratap, 2017).

Filipino women were more prone to consume vanity which

makes them more materialist than Filipino men. Women's

preoccupation with their physical appearance motivates them to

buy clothes and stuffs that will emphasize their physical

attributes. However, some men are showing their interest when it

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

comes to fashion and personal care which helps in minimizing the

gap between males and females in terms of materialism and

purchasing patterns (Pan & Jamnia, 2015)

Customer's Relationship Status Affecting the Purchase

New research shows relationship status for women can impact

their decision making and brand choices. According to a study

from Mindshare Hong Kong, females in relationships rely less

conscious of brands compared to single females. Consequently,

when it comes to skincare purchases, single females are more

likely to rely on authentic and expensive products. The result

shows almost 20% of single females are more likely to be

influenced by TV celebrities and have a higher tendency to be

influenced by Facebook brand pages ("Marketing," 2018).

In the Philippines, 56.4% of the consumers are in a

relationship who tend to buy impulsively. The findings reveal

that relationship status has a significant influence to the

buying behavior of the consumers (Sangalang, Siochi, Plaza,

2017). The result corroborates the study of Ahmad, Bashar &

Wasiq (2012) that impulse buying could be done more by people

who are in a relationship as compared to single.

Consumer's Education Affecting the Purchase

Education affects how people view things around them. The

more educated a person is, the higher the level of discretion he

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

will employ in making purchases. People’s preferences can change

with education. Education affects a number of things including

the fashion people wear and the programs they watch. It affects

even the choice of stationary and the magazines. The reason why

same ads do not work with all consumers, is because different

careers also affects the way people view things. If observed

carefully, education’s effect can easily be seen on consumer's

behavior. An educated customer would weigh his options carefully

before going for a purchase (Pratap, 2017).

According to the Department of Education and the National

Statistical Coordination Board in the Philippines, 1 in 6

Filipino kids will not attend school. Further, only 7 out of 10

kids will complete elementary school. Of those 7 kids, only 4

will complete high school, 1 will proceed onto university. In

this case, most of the Filipino consumers does not have the

ability to attain higher education which also affects their

purchasing decisions. In fact, one of the highest number of

consumers of high end replica products are Filipinos. However,

Filipinos who attained higher education, who have the ability

pursue their choice of careers have a higher standard when

buying products (Meron, 2018).

To sum up the different reviews regarding to the topic of

this study, it is truly important to study the issues with

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

regards to the consumer’s decision making process. Due to the

prices of authentic products, the ones that are originated from

legitimate production companies, a lot of business owners are

producing replicas or imitations of these products. These

products are the exact copy of the authentic ones which almost

have the same quality as the original but when it comes to

price, it is cheaper. These products became popular and it

causes a great division among the consumers when they are

purchasing. Many people tend to think of buying high end replica

products as something acceptable and normal since the original

is often perceived as overpriced.

In addition, some of the demographic factors of the

consumers such as age, sex, relationship status, and monthly

income have a great impact in their purchasing decision in times

of uncertainty when choosing between authentic brands and high

end replicas.

Learning and gaining knowledge about the different

purchasing decisions of the consumers may become beneficial and

useful in future references and studies. The reviews and

existing knowledge stated above already contain a lot of

information about the consumers and their decision making

process but this research will contribute and provide more

knowledge and understanding about the said topic.

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

Theoretical Framework

This study aims to determine the impact of brand

authenticity with regards to the decision making of consumers.

Specifically, it aims to analyze the underlying factors that

could greatly affect the purchasing decisions of consumers given

that authentic brands are one of their product choice in the

market industry. In short, the principal concern of this study

is to analyze the decision making of consumers. With that being

said, the main fundamental theory applied in this research is

the "Theory of Reasoned Action". This theory helps provide a

strong foundational guideline for the researchers that will

allow them to easily envision the process of conducting this

research. The theory of reasoned action was created by Martin

Fishbein and Icek Ajzen in the late 1960's, this theory centers

its analysis on the importance of pre-existing attitudes in the

decision making process ("Association for Consumer Research,"

2015). This theory believes that consumers base their purchasing

decisions based on their intention to receive a particular

outcome, in short, consumers set a goal on their mind before

purchasing any products. When a consumer sets a goal in their

purchase decisions, several factors have to be considered.

Consumers consider a wide range of factors that may affect their

goals in their purchase decisions. These factors range from

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

their age, gender, relationship status, and monthly income.

Specifically, Reasoned Action predicts that behavioral intent is

created or caused by two factors: our attitudes and our

subjective norms. The concept of this theory is truly essential

in this study. In an economical setting, whenever a consumer is

exposed with authentic brands in the market industry, he or she

does not always buy that product in an instant, there is a high

possibility that the consumer will experience dilemma between

choosing authentic brands or seeking out alternatives such as

high end replicas. The consumer greatly analyzes the factors

involved in his or her purchasing decisions by being subjective

about the potential outcomes or result that could be associated

with the product that he or she will buy. Aside from being

subjective, attitude also has an effect with the consumer's

decision making. Whenever our attitudes lead us to do one thing

but the relevant norms suggest we should do something else, both

factors influence our behavioral intent ("CIOS" 2017). If a

consumer's attitude commands him or her to purchase authentic or

original brand, he or she has the freedom to buy it. However,

since the purchase of high end replicas are favored by many, the

consumer will also be influenced and obliged to change his or

her attitude and also buy high end replicas.

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

Conceptual Framework

Figure 1 shows the independent and dependent variables of this

research. In this study, the independent variable is the

underlying impact of brand authenticity. Meanwhile, the

dependent variable is the decision making on purchasing a

product of the senior high school students of Good Samaritan

Colleges. The profile variables which include the profile of the

students such as their age, gender, relationship status, and

monthly income have effects to the dependent variable.

With regards to the arrows, lines, and linkage shown in the

figure, the first arrow indicates the significant relationships

between the independent and dependent variable. Factors such as

the age, gender, starnd, relationship status, and monthly income

significantly affect the dependent variable of the study. On the

other hand, the broken line in the second arrow represents their

significant differences with one another. Therefore, the small

oval shape inside the independent variable shows that these

profile variables are the variables that should look for

differences.
GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

Research Paradigm

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Selected Profile
Variable of the
Respondents

 Age
 Gender
 Strand
 Relationship
Status Consumer’s Decision
 Monthly Income Making

Figure 1

Research Paradigm of the Study

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

Statement of the Problem

The aim of this study is to undertake a quantitative

research in order to determine the impact of brand authenticity

in consumer’s decision making to be able to gain a deeper

understanding about how they decide when buying certain

products. More specifically, the researchers seek to answer the

following questions:

1. How may the profile of the respondents be described in

terms of:

1.1 age;

1.2 gender;

1.3 strand

1.4 relationship status; and

1.5 monthly income?

2. What are the impacts of brand authenticity in consumer’s

decision making on purchasing a product and to what extent

are such factors carried out?

3. Is there a significant relationship between the profile

variables and the impact of brand authenticity in the

consumer’s decision making on purchasing a certain product?

4. Are there significant differences in the decision making of

the respondents when grouped according to:

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

a. age;

b. gender;

c. strand;

d. relationship status; and

e. monthly income?

Hypotheses of the Study

The following are the proposed hypotheses for this study:

1. The respondents are ranging from the ages 17-18 years old,

which are mostly female and in a relationship. They have a

monthly income ranging from 10,000 to 30,000 pesos. Majority

of the respondents prefer buying authentic products more than

high end replicas.

2. Brand, quality, and price of the product are the major factors

that affect the decision making of a consumer in purchasing

certain products.

3. There is a significant relationship between the profile

variable and the impact of brand authenticity in the

consumer's decision making in purchasing a certain product.

4. There are significant differences in the decision making of

the respondents when grouped according to:

a. age;
GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

b. gender;

c. strand;

d. relationship status; and

e. monthly income

Scope and Limitation of the Study

The main focus of this study is to determine the underlying

impact of brand authenticity with regards to the decision making

of consumers. This study will be conducted in the Senior High

School Department of Good Samaritan Colleges for the school year

2019-2020. This limits only to Grade 12 students from all of the

three strands, namely; Science, Technology, Engineering and

Mathematics (STEM), Accountancy, Business and Management (ABM),

and Humanities and Social Sciences (HUMSS).

This study will not cover other problems that are not

correlated between brand authenticity and the consumer’s

decision making. With that being said, this study aims to

provide a comparative data that will show the most patronized

type of product between authentic brands and high end replicas.

The researchers limit their study by providing survey

questionnaires to the participants of the study. The questions

focused on areas such as the profile of the respondents, this

includes their age, gender, strand, relationship status, and the

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

monthly income of their respective household. This study also

focuses on the impact of brand authenticity to the consumer’s

decision making when purchasing a product, the relationship

between the profile variables and the impact of brand

authenticity in the consumer’s decision making on purchasing a

certain product, and the differences in the decision making of

the respondents when grouped according to age, gender,

relationship status, and monthly income.

Significance of the Study

With a significant portion of consumers encountering risks

and uncertainties when it comes to purchasing in the

marketplace, this study on determining the impact of brand

authenticity in the consumer’s decision making can be a good

source of information about the consumers who are being

analytical and selective in terms of choosing products. More

specifically, this study will benefit the following:

Bureau of Customs. This study will give a basis on making

or improving government policies, rules and regulations

regarding the list of goods that are prohibited and permitted

from being exported or imported to the country or are otherwise

restricted.
GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

Market Sector. This study will provide the market sector

some information regarding the preferences of consumers in terms

of buying products. The companies or marketers in the market

sector will be able to produce, promote, and sell their products

to their target customers in a most desirable way because they

will know how and why consumers act in a certain way making

their buying decisions help companies build an effective

marketing strategies. They will be able to adapt the trends in

the market and customize their product lines to match these

certain trends.

Consumers. This study will help the consumers in terms of

recognizing the right kind of products and understanding the

influences that might affect their decision making process. It

will also help them meet their expectations when it comes to

quality, price, and authenticity of the product.

Future Businessman and Businesswoman. This study will serve

as a foundational guideline in order for them to start their

business without difficulty of running it. It will help them to

become knowledgeable when it comes to the preferences of the

consumers which will help the company in terms of formulating

business strategies and tactics successfully.

Students. This study will guide them to be aware of the

purchasing decision of the consumers. It will help them to

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

become a wise decision maker. Also, this study will serve as a

notice for students that a person’s purchasing decisions can

influence other consumers.

Future Researchers. This study can be used as a reference

for those researchers who may undergo studies similar with this

current study. The information that can be found here may become

a source for further research regarding the impact of brand

authenticity to the consumer’s decision making.

Definition of Terms

The following terms are defined and explained according to

their use in this research. Some terms are operationally

defined, or based on the own definition of researchers. It is

the definition in terms on how it is measured and manipulated in

the study. While the others are conceptually defined that tells

the actual meaning of terms. These explanations will give

enlightenment to the terminologies used in the study:

Operational definition of terms:

Decision Making – this is a skill that involves methods,

processes, and strategies that the consumer uses to critically

analyze the choices of product that they will buy.

High End Replica – this type of products are usually called

imitation products, knock-offs, and Class A. They are almost the

GOOD SAMARITAN COLLEGES
SENIOR HIGH SCHOOL
Burgos Avenue, Cabanatuan City, Nueva Ecija. 3100. Tel: (044) – 464-3212. Loc. 131

same compared with the authentic products but it is cheaper in

price and almost excellent in quality. Normally, they are

considered legal.

Brand Authenticity – this refers to the originality of a

product. This type of product usually came from legitimate

production companies that guarantee the validity, quality, and

legality of their products.

Conceptual definition of terms:

Consumer – the one who buys goods or services for their own use.

He or she plays a vital role in any business’ success and in the

economic system of a nation.

Market – any place where two parties meet to trade or facilitate

the exchange of products and services. The two parties involved

are usually sellers and buyers. The market may be physical like

a retail outlet, where people meet face-to-face, or virtual like

an online market, where there is no direct physical contact

between sellers and buyers.

Purchase – the act of buying something. It is to acquire by

paying for it or spending money.