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EXPLORING CUSTOMER PERCEIVED VALUES
BETWEEN LUXURY GOODS AND COUNTERFEIT
PRODUCTS
ABSTRACT Poster
RESEARCH BACKGROUND
The global market for luxury goods has witnessed a significant surge in demand, driven
by rising affluence and the aspirations of consumers seeking status, exclusivity, and
superior quality. However, the surge in popularity has also resulted in the emergence
of a thriving market for counterfeit goods, creating challenges for luxury industry
policymakers and managers. Proper comprehension of consumers' incentives to
WONG YAN YIU purchase genuine luxury goods and counterfeit products is imperative to effectively
address this issue.
BA (Hons) in Fashion Design METHODOLOGY
Department of Design and Architecture
To achieve research objectives, a qualitative research methods approach will be
employed. The data collection method will include interviews to gather insights
from diverse people. The gathered data will be analysed using NVivo to unveil trends
and patterns relating to the consumption behaviour of luxury goods and counterfeit
products.
OBJECTIVES
EXPECTED FINDINGS
This project explores the intricate The expected findings may include the motivations that drive consumers to purchase
dynamics between the proliferation and genuine luxury goods and counterfeit products. Secondly, it is anticipated to provide
popularity of luxury goods and consumer insights into the distinguishing characteristics and factors that differentiate luxury
demand for counterfeit products. consumption from counterfeit consumption. Additionally, it is anticipated to illuminate
Through exploring the fundamental consumers' perceptions of the ethical considerations associated with purchasing
factors that prompt consumers to take counterfeit products. Finally, the findings may highlight the impact of counterfeit
part in these opposing behaviours, this products on the reputation and market share of luxury brands.
research seeks to offer insight into the ABOUT THE INVESTIGATOR
intricate connection between luxury
consumption and counterfeiting.
I am Yolanda. My FYP supervisor is Dr Eve CHAN. I am currently undertaking my final
year of study in Fashion Design, with a major in Fashion Management. I am adaptable,
and skilled in fashion and digital marketing, and have acquired these abilities through
studies, workplace-integrated learning, and experience. I am committed to sales
growth and teamwork, and I am well-versed in managing projects, planning events,
and maintaining social media platforms. I am passionate about fashion and am seeking
employment in a field related to the industry.
24 Student Applied Research Presentations 2024 Student Applied Research Presentations 2024
