Satisfaction Level of the Selected Senior High School Students of World Citi

Colleges - Quezon City on Class A Rubber Shoes

GROUP 9

LEADER: WALLY JIMENA

SECRETARY: JANINE BARTOLOME

MEMBERS: FRANCIS DELA PAZ

ANTHONY RAMOS

12 – ABM 1
 INTRODUCTION

In our present year, a lot of authentic products are being counterfeited by the
manufacturers of non-branded goods. According to International Anti-Counterfeiting
Coalition or IACC (2018), counterfeiting is a federal and state crime involving the
manufacturing of goods under someone else’s name without their permission.
Counterfeited products are usually made from lower quality components, in an attempt
to sell an affordable imitation of similar goods produced by brands consumers know and
trust. In general term, counterfeiting can be described as a low quality item that has
been altered to make them appear to be branded products. Counterfeiting products
involves the unauthorized use of labels logos and by placing them on generic product.

There are two main categories of counterfeiting that can be differentiated

whether the consumer is aware they are purchasing a fake product or not. First is the
deceptive counterfeit which refers to goods that aims to trick the consumer into buying
the fake product under the wrong belief that the item is authentic. While the other one
is non-deceptive counterfeits which refers to goods that does not aim to deceive the
consumer into believing that they are buying the authentic product. The consumer is
completely aware that the item they are buying is counterfeit.

However, selling counterfeit products are preventing economic development

and are often dangerous because it does not go through vigorous safety checks, putting
the consumers at risk. A person can be deceived by the counterfeit product because it
is nearly identical to the authentic product in terms of appearance, packaging and
labelling.

As indicated by Chaudhary (2017), what drives people to purchase fake goods is

because they feel that their self-esteem would boost if they are using branded goods.
People have the need for acceptance in the social club. When they get positive remarks
for it, it boosts their self-esteem and gets captured in an endless loop of purchasing and
owning counterfeit goods.

Fake products are found in almost in every industry, everything from clothes to
auto parts, children’s toys, drugs, cosmetics, jewelleries, bags and even footwear is
being imitated. Baxbaum (2017) stated that, footwear is the most copied item. It has
the biggest victim and it presents safety issues. Manufacturers are copying every single
part to make it look original but the material used to construct it is not like the materials
that are being use in branded shoes such us Nike, Adidas, World Balance, sneakers and
other brands which is so satisfying to buy. It is called Class A shoes, Class A shoes can
be called as counterfeited product because it is imitated product.

Many consumer choose to buy Class A shoes because it’s affordable than
branded product and they believe that it has the same span of time. Money shortage is
one of the reason why many of us buy counterfeited shoes just to have what we want
style of shoes, they disregard if it’s safe to use or it will last longer and they don’t think
if imitated shoes will satisfy them to consume money for it. According to Bernazzani
(2018) Customer satisfaction is a measurement used to quantify the degree to which a
customer is happy with a product, service, or experience. Customer satisfaction because
it shows that, certain product is worth to buy and it can help you to stand out on
others. Bramley (2017), cited that customer satisfaction can provide signs that
customer is unhappy and at potentially risk of living.

World Citi Colleges is one of the colleges in Quezon City wherein many students
buy rubber shoes because of their P.E class. This school is one of the schools where
some students are buying counterfeit shoes (class A shoes) than the original brand.

The general objective of his study is to determine the satisfaction level of the
selected senior high school student of World Citi Colleges student towards class a
rubber shoes. Therefore, the research findings become the basis of consumers to know
how satisfying it is to buy counterfeit.
 THEORETICAL FRAMEWORK

Expectancy-Disconfirmation Paradigm (EDP)

Oliver (1977; 1980) proposed the Expectancy-Disconfirmation Paradigm (EDP).

This model suggests that when consumers purchase goods and services, they have pre-
purchase expectations about its performance. The expectation level becomes the basis
of standard. Once the product has been used, outcomes and expectations are being
compared. If the outcome and the expectation match, confirmation occurs. While if
there is a difference between the expectation and the outcome, disconfirmation occurs.
A customer is either satisfied or dissatisfied as a result of positive or negative difference
among expectations and perceptions.

Expectancy-Disconfirmation Paradigm (EDP) serves as the foundation of the

study. As stated, Expectancy-Disconfirmation Paradigm tackles about the customer
satisfaction. It will help in the study to know the satisfaction level of students towards
Class A rubber shoes, if its performance will satisfy the consumers in buying it because
the expectation meets the belief of others that Class A rubber shoes has great quality
like the original brand and it is satisfying to use and buy therefore, this study will give
the readers information if counterfeit shoes will fulfil the consumers’ expectations. If the
performance of counterfeit rubber shoes did not meet the consumers’ expectations that
it can be an alternative for original brand and has great quality therefore, dissatisfaction
will occur and it indicates that the consumer to stop trusting to buy counterfeit rubber
shoes and other counterfeit product.
 CONCEPTUAL FRAMEWORK

People nowadays choose to buy Class A shoes instead of authentic. There are
some general reasons why they prefer to buy Class A products because of expensive
price of branded products and money shortage. This frame work shows how our study
flows.
 METHODOLOGY

Research Design
The researchers utilized the descriptive method. This method helped in the
description of the variable chosen for the study. Survey method was used to gather
information about

Research Site
The research study was conducted in World Citi Colleges – Quezon City.

Participants
The population of this study were the senior high school students of World Citi
Colleges – Quezon City.
100 selected senior high school students who are using class A rubber shoes
were the respondents of the study.

Research Instrument
The purchase satisfaction questionnaire was used to gather information to
determine the satisfaction level of the consumer after purchasing class A rubber shoes.

Data Collection
The researchers used purposive sampling technique to get the desired
respondents of the study.

Objectives

The general objective of this study is to determine the satisfaction level of the
selected senior high school students of World Citi Colleges towards class A rubber
shoes. Therefore, the research findings become the basis of consumers to know how
satisfying it is to buy counterfeit rubber shoes.

 Give
Purchase Satisfaction: How much do you agree or disagree with the
following statements about Class A rubber shoes?

Strongly Disagree Neither Agree Strongly

Disagree Agree nor Agree
Disagree
1. This is one of the best rubber
shoes I could have bought.

2. This class A rubber shoes is

exactly what I need.
3. This class A rubber shoes
hasn’t worked out as well as I
thought it would.
4. I am satisfied with my
decision to buy this class A
rubber shoes.
5. Sometimes I have mixed
feelings about keeping class A
rubber shoes.
6. My choice to buy this class A
rubber shoes was a wise one.
7. If I could do it over again, I’d
buy a different make/model.
8. I have truly enjoyed this class
A rubber shoes.
9. I feel bad about my decision
to buy this class A rubber shoes.

10. I am not happy that I

bought this class A rubber
shoes.
11. Owning this class A rubber
shoes has been a good
experience.
12. I’m sure it was the right
thing to buy this class A rubber
shoes.
How much do you agree or disagree with the following statements about
Class A rubber shoes?

Strongly Disagree Neither Agree Strongly

Disagree Agree nor Agree
Disagree
1. I am pretty satisfied with the
Class A rubber shoes.
2. I am pretty certain that I
made the decision about which
Class A rubber shoes to select.
3. I felt confused while shopping
for Class A rubber shoes.
4. I am pretty sure that one of
the other brands of Class A
rubber shoes that I did not
choose would have been equal to
or better than the brand I chose
to satisfy my desires and
expectation.
5. I really would not like any
more information about the
various brands of Class A rubber
shoes in the study.
6. It is likely that the brand of
Class A shoes I chose is better
that the brands of Class A rubber
shoes I am currently familiar
with.
7. If I could do it over again, I’d
buy a different make/model.