Research On Young Consumers In Brand Apparel Counterfeits Market

Brand-Counterfeiting is a common phenomenon nowadays in China's apparel markets all over the country. Based upon the definition of brand-counterfeiting by China's legislative rules and regulations, and focusing on the object of young consumers, this thesis intends to construct a framework of measures for psychological inducements and behavioral tokens among young consumers who purchase counterfeit brand apparels, and meanwhile, this article intends to unseal the socio-cultures hidden behind and breeding this social phenomenon. When building the measures, four dimensions of evaluations are associated to be considered, which are from Consumers Decision-making Styles Survey and Evaluation, Personal Value Survey and Evaluation, Chinese Socio-culture Value Survey and Evaluation, and Consumers Personal Information. The Consumers Decision-Making Styles Survey, based upon the forty-two measures initially designed by Kandall and Sproles, is adjusted to consist of seven aspects which contain twenty-nine test items.The Personal Value Survey and Evaluation contains nine test aspects to investigate indexes of the personal values, which was designed in a research of University of Michigan, and their procedure of testing is followed here. The Socio-culture Value Survey and Evaluation contains fifteen dimensional testing on people's responses to forty-five aphorisms, and it intends to explore in the object social group of young consumers and outline the system of those social values and cultures that influent their counterfeit consumption. Research methods adopted are including literature researches, forms and charts analysis, questionnaire surveys, and SPSS statistical analysis. Through comparison between survey results from counterfeits consumers and non- counterfeits consumers, and then analysis about the two consumer groups' differences on personal characteristics (as gender, age, etc.);differences on purchasing decision-making styles, differences on personal values, and differences on socio-culture values;they serve to access to conclusions on the deep social reason and the internal motivation for young consumers' counterfeiting behavior in apparel market.Chen Xuechen (Fashion Marketing) Supervised by Jiang Zhiwei...