Proposal Essay

4020 words - 16 pages

BRM681RESEARCH PROPOSALBM7001CFCustomers' Preferences on Counterfeits Brands;The Impact on Luxury BrandsBY:Nurulfatihah binti Jamali 2013620598Nurul Fatihah bt Zainal Abidin 2013809296Nurul Ainina bt Mohd Rasli 2013256084SUBMITTED TO:Prof Dr. Zuriah bt Abd RahmanTABLE OF CONTENT




1.1 Background of research

1.2 Problem statement

1.3 Research objectives

1.4 Research question

1.5 Theoretical framework

1.6 Research hypothesis

1.7 Significance of the research

1.8 Limitations of research


2.1 Brand Loyalty

2.2 Brand personality

2.3 Product involvement

2.4 Brand association

2.5 High class symbol

2.6 Perceived quality


3.1 Research Design

3.2 Data Collection

3.3 Population and Sample

3.4 Plan for Data Analysis


ACKNOWLEDGEMENTINTRODUCTION1.1 Background of studyThe luxury market in global area is projected to increase at 170 billion euros which promising an annual increment of 4% in the year of 2008 (Bain & Co. Consultants, in Mourad & Pierre, 2011). Through an observation made by Thorstein Veblen (1899); the idea of the things we buy represent ourselves and the possession will grant rank had been a benchmark to some purchasing (Geiger Oneto, 2007). The rank society puts to themselves are depending on some luxurious brands where then literally leads to the creation of brand imitation especially clothing, handbags and accessories. The high demand in market for designers' brand had increased by years. Some producer had taken advantage on this situation by producing the imitation or counterfeits brands.Counterfeiting is the attempt to imitate the luxury goods that offer the users a similar pattern, design, color, and looks but will be sold at a lower prices and own lower materials quality as well as sloppy manufacturing if compared to the luxury designers' brands ((McCluskey, 2001; Eisend and Schuchert-Guler, 2006; Kotler and Keller, 2007; Veloutsou and Bian, 2008 in Phau, Ian, 2010). While some people are too proud to chase for luxurious and branded goods, some could not afford to own one. The counterfeits brand had so much to offer the potential buyers that only willing to pay less to own the imitate brands which are often sold less than the original brands (Pau et al., 2009 in Phau, Ian, 2010).1.2 Problem StatementThe rapid changing in technology allow the producer of imitation or counterfeits brands to keep pacing with the current products offered by the luxury brands. The production line can be extended as the technology helps the producer and manufacturer to produce the counterfeits product in mass production but with better product imitation in terms of the style, looks, design and quality (Haie-Fayle & Hubner, 2007 in Phau, Ian, 2010). The counterfeits had become one of the biggest threats as well as a stumbling rock to brand loyalty, brand equity, customer preference and...

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