Experiences of University of Baguio Science High School Students

on Branded Fashion Merchandise

Jermaine E. Laranang
Axle Rose F. Lingwayon
Aliyah C. Pagtulingan
Laurie Kate N. Ragmac
Elyza Yzabelle C. Sajonas
Luis Ivan S. Taguiam

11-Accuracy

INTRODUCTION

This study will show the perspective of the consumers on luxury and their experiences
about branded fashion merchandise. Thus, expounding that there has been an inequality, a degree
of distinctness between brands and the consumers themselves, and stigmatization and
discrimination between consumers based on their financial capabilities. The main aim of the study,
according to the researchers, is to gather data that can mitigate this stigma, discrimination and, as
a result, build a safer system and respect between brands and consumers, regardless of their
economic background.

According to Dubois (2020), a luxury item is one that is highly desired within a culture or
community but is not necessary to live. The word luxury is frequently used in everyday life,
including as a slogan for commercials and advertising campaigns, a promise of extravagance like
a diamond watch, an expensive handbag, and a vision of an exclusive lifestyle. It varies between
people and product categories, is context-dependent, and is based on the specific demands and
subjective experiences of the customer. The nature of luxury is constantly changing, and this
makes it difficult to formulate a universal definition of luxury brands. Therefore, a comprehensive
definition of luxury must address its monetary, practical, personal, and social value components
while also taking into account the concept's subjective and multifaceted nature. Luxury products
are frequently influenced by a person's income or wealth; as such, purchases of luxury goods rise
in correlation with wealth. In contrast, the demand for luxury goods will decrease if income levels
drop. A collection of knowledge has established a strong link between luxury and social rank.

Furthermore, luxury is about pleasure and satisfaction of the senses (Okonkwo, 2018).
Considering the changes in standards in society, it now reaches a wider audience, mostly students,
making it more accessible for everyone, partly due to social media. It now provides another level
of influence for everyone regarding their views of brands. However, without thinking of it as an
indicator of codes of social status, luxury can simply be defined as personal satisfaction, not social
satisfaction, regardless of brand. The value of brands doesn't support the idea that those who are
fortunate can only buy. Discrimination among individuals in different aspects of life keeps on
fostering that is related to races, gender, nationality, or socioeconomic statuses.

According to CNN Philippines (2023), a Filipina student that is based in Singapore was
linked to a brand controversy that resulted in the question of whether Charles & Keith is considered
a luxury. According to Gabriel (2023), she received a gift from her father, a tote bag from "Charles
& Keith". On TikTok, she uploaded a video of her sharing a luxury bag that she got, which then
raised controversy and a lot of bashing as some people don’t actually consider Charles & Keith a
luxury brand. According to the victim, an $80 bag may not be a luxury, but for her and her family,
it is a lot. The video went viral and was noticed by the founders of the said brand, resulting in her
being invited for an exclusive tour and a lunch with one of its founders, Keith Wong (Legaspi,
2023). An individual considering something as a luxury should not be invalidated just because
that’s what they can afford, justifying something just to prove its existence should not be
normalized as it can have a negative impact on the consumer.

In addition to this issue, a renowned Filipina actress, according to Velasquez (2019) also
experienced a discrimination issue in one of the stores of Louis Vuitton in New York, one of the
popular brands. As stated in the artist's vlog, she wasn't entertained nor was assisted by a salesman
of this said brand; the actress then decided to buy expensive things from other brands and
purchased numerous items and was even offered a champagne. Even well-known individuals have
encountered discrimination and unfair treatment, proving that even average citizens, like students,
are susceptible to it. According to Ramos (2019), a student from Saint Louis University also
experienced this type of instance in a Gucci store back in 2019. He was unable to enter the store
either and was stopped at the entrance of the luxury store by a guard, and this, in his opinion,
seemed to be a common occurrence due to people making snap judgments about young adults or
anyone based solely on their outward appearance without even knowing their financial standing.
And even if luxury is composed of three domains: inaccessible luxury, intermediate luxury and
accessible luxury, it ought not to be the reason that there should be delimitation between brands
and consumers over their financial status.

The researchers stipulated to continue this study for the constant oppression that the
consumers are experiencing. An individual ought not to be denied the possibility of purchasing
one solely because of their dress sense; doing so would be discriminatory. Be mindful of those
who consider that "Charles & Keith" are a luxury even if other individuals don't agree with other's
perspective. Luxury is a matter of opinion. Having said that, brands are not made to create a stigma,
but rather for it to be consumed. The problem that the country and the consumers are facing is
there has long been a stigma both at the national and global level. In spite of that, a lot of
individuals and brands of influence are leading efforts to break down the stigma that long hushed
people up. Brand-name clothes exudes a favorable impression to those around you, elevating some
people while simultaneously demeaning others. In need for the consumers to comprehend and
grasp more deeply that brands shouldn't influence their mentality, regardless of how expensive
they are or how others can afford them, and that's why the researchers are driven to fight for and
continue this study; An approach to thinking that looks for a particular characteristic of someone's
suitability.

Brand identity stresses the psychological link and customer loyalty in action between the
brand and consumers, reflecting how the brand should be viewed by its target market (Alvarado-
Karste and Guzmán, 2020). According to Jin and Ward (2019), the present study will argue that
luxury has little meaning until it is integrated within practices in a consumer culture. Overall, the
research attempts to bridge the gap on the academic perspective on luxury, in which the meanings
of luxury will be fully comprehended through manifestation with the practices. Perception helps
understand and interpret things, associating it with luxury creates a different view; it’s now how
the consumers see luxury in terms of its price, elusivity, and how it is marketed. The students or
consumers establish a psychological connection with the brand through various perceptions in
regard to the brand identity, such as conveying an external self-concept, while satisfying the
internal self-concept. It creates a whole different perspective about the connection of luxury to the
consumers, a connection that sometimes leads to a distinct mentality.

Review of Related Literature

According to the study of Paul (2019), a research on Experience and Attitude Towards
Luxury Brands Consumption in an Emerging Market, these differentiators differ from normal
product differentiators that, owing to their exclusivity, ensure that luxury products remain beyond
the reach of “regular” consumers. Luxury brands are high quality, expensive and non-essential
products and services that appear to be rare, exclusive, prestigious, and authentic and offer high
levels of symbolic and emotional/hedonic values through customer experiences. Keeping this in
consideration, the purpose of this study is to explore the experiences and attitudes of young
shoppers towards luxury consumption. Luxury brands are not an exception and must follow the
new trends in business. Many luxury brands do not, however, actively use the internet as a route
for transactions. In addition to learning how a good's perceived worth affects customers' purchase
decisions, according to Xianfeng (2020), this study separated out the key elements that buyers take
into account when buying used luxury products. People are buying luxury products not only for
their own consumption but also for gifting as a symbol of their social image, and in line with this,
this study makes theoretical and practical contributions by bridging the gap in luxury marketing
literature by targeting young shoppers in an emerging market. Young shoppers are potentially a
very attractive segment as the habits formed at this stage are enduring in the long term.

According to White and Tong (2019), a research on Linking Socioeconomic Status to

Consumer Loyalty Behavior, promoting products that highlight their advantages to reinforce a
customer's wants would boost brand loyalty. It would help foster pleasant interactions and promote
the use of the brand's merchandise. Because it is more challenging for a brand to reach consumers
with low Socioeconomic Status, these communications might not be directed at them. Some
customers might be unable to purchase premium products due to financial constraints. Because of
this, they alter their actions to reflect their opinions, and this study aims to understand how
customers might accomplish this. Socioeconomic status (SES) is an attractive segmentation option
because information on indicators such as occupation and education are easy to collect, and they
remain relatively stable. This stability however is also a limitation because unlike attitudinal and
or motivational constructs, education or occupation levels cannot be influenced by marketing
tactics. As such the findings of this study, shows the relationship between socioeconomic status
and loyalty behavior. Having a not so high economic capacity does result in not being able to
purchase high end products. It requires not having financial constraints in order to achieve or
purchase such brands.

According to Becker, Lee, and Nobre (2018), a research on The Concept of Luxury Brands
and the Relationship between Consumer and Luxury Brands, a luxury brand embodies particular
social and cultural connotations that are expressed through the brand or product that consumers
utilize. The researchers discuss cultural issues associated with luxury consumption in terms of the
link between materialism and conspicuous consumption. It explains their interaction with the
brand on a personal and societal level as well as how they fit in with other people in society. In a
hierarchical structure, the study identifies three types of traits that consumers associate with luxury
goods: cognitive attributes at the base level, extrinsic attributes at the middle level, and intrinsic
attributes at the top level. The research suggests a concept for luxury brands based on three
dimensions: the qualities of the luxury product, the psychological traits of the buyer, and the
psychological associations of the consumer with the premium product. There is some agreement
in the literature that a luxury brand represents social and cultural meanings that are used by
consumers to fulfill their social goals. These social goals may be of social adjustment order, value
expressive order or a mix of both. A luxury brand carries out important symbolic meaning that
fulfills consumers’ psychological needs. This leads to an emphasis on psychological benefits
versus functional benefits as one of the features that characterizes luxury brands distinguishing
them from non-luxury brands. The results offer a comprehensive view of how luxury brand
structures are understood, the materialism thinking of consumers and a lot of issues attached to it,
as well as a definition of luxury brands in terms of how consumers engage in symbolic
consumption.

According to Morales, Bailon and Martinez (2022), a research on Economic Inequality

Increases the Preference for Status Consumption, Their study analyzes the effects of perceived
economic inequality (PEI) on conspicuous and status consumption, as well as any potential
psychological mechanisms that could account for these effects. In this, economic inequality has an
impact on consumer behavior and favors the consumption of goods that offer desirable symbolic
values associated with status. The processes of interpersonal interaction and intergroup
communication, especially those involved in consumption and acquisition, may be significantly
impacted by these findings. Economic inequality refers to the increased disparities between the
incomes of the richest, middle and poorest members of society, which has grown significantly in
the last decades. Inequality is one factor that generates social erosion by enhancing political
conflicts. For instance, economic disparities are related to high crime and mortality rates, the
increase in social distrust, and the decrease of cohesion and solidarity among groups. According
to Trump (2018) Although economic inequality has increased in recent years, it is also more
tolerated, justified, and legitimized. The legitimacy of inequality affects its recognition, thus the
fairer the distribution of resources is perceived, the more difficult it will be to detect the
surrounding inequality. Researchers have pointed out that economic inequality can be used as a
cognitive anchor to estimate the ideal inequality. For example, inequality is framed by focusing on
the differences in resources among advantaged and disadvantaged groups. This framing could
impact attitudes, perceptions, and emotions about perceived inequality as well as affect the
perceived legitimacy of the wealth distribution, which in turn could impact the effects of
inequality. To sum it up, the drivers of status consumption are intrinsic, thus, an individual seeks
to consume luxury products that represent their status or are in line with their lifestyle and enhance
their self-esteem; and with this, it somehow results in inequality that makes an argument over
consumers. Luxury does affect one’s self-esteem, a factor that degrades the indigent people.

According to Hamari (2020), a research on Luxury brands: Awareness and Image and its
influence on Loyalty and Engagement; awareness and loyalty are two essential elements of brand
equity. Brand engagement is a relatively new term in marketing, and although brand awareness,
image, and loyalty are factors that have mostly functioned as a common denominator in brand
equity research, involvement as seen from the standpoint of one of the factors that impacts brand
equity is not. Brand awareness can positively affect the loyalty a consumer has with a brand, brand
awareness is an important antecedent of brand loyalty. It is important for brands to be aware in all
ways, for brands to value customers. Brands having unfair treatments to its customers can affect
its brand image, brand image can be defined as the perceptions of a brand as a result of the brand
associations that the consumer keeps in his memory.

According to Cordell (2018), a research on Consumer’s Awareness and Perception of

Luxury Counterfeits, luxury knockoffs are bought by consumers for a variety of reasons. People
might interpret consuming fake goods as an effort to adopt particular personality qualities and
social behaviors in order to acquire social acceptance. The more socially conscious a consumer is,
the more likely it is that they are personally aware of the appealing qualities that luxury delivers.
This could make the customer feel good and fit a profile that society finds attractive. Ultimately,
consumers’ awareness and perceptions of luxury counterfeits result in a desire to obtain the
genuine luxury brand. There are a number of reasons why people choose to buy counterfeit goods,
according to previous literature. Luxury knockoff products can be purchased by customers as
status symbols to identify with an elite social group to which they aspire. When a person wears a
luxury counterfeit item, they are deciding to identify with the individuals who are wearing the
authentic luxury items and are asserting that they are members of the same social class.

This research review’s purpose is to create an amalgamation so that the students,

consumers, and the reader can be enlightened about the different research that proposes and shows
that there has been a century long inequality in the luxury aspect that contributes to this barrier
between the consumers. There has been much research done and discussions on these issues with
disrespect, discrimination, the inequality based on one’s economic status that creates animosity
amongst consumers and the youth. Most of the research found was on how consumers perceived
the value of a brand and its components, in relation to the brand differentiation and social status.
More research and testing are required to gain a better and deeper understanding of why consumers
do make a perception on the level, elusiveness of luxury brands, and why it creates an insolent
rudeness in this community. It would make a great impact in the society if this particular research
will be used by other researchers to expound and conduct research using this as a basis.

Theoretical Framework
The Psychological Connection Theory
 According to Morhart and Malar (2020), this theory presents a view that luxury somehow
promotes exclusivity, which happens on a normal basis. This theory indicates the connection
between brands and consumers, in the psychological aspect. Proposing that consumers do not
experience the same treatments, as brands prefer and only entertain consumers that are rich and do
look rich. The connection between brands and rich people created an elusiveness that affects the
global spectrum, treating the indigent consumers as outcasts. Luxury is often considered as
wasteful and non-inclusive, and luxury consumers face social sanctions and “luxury shaming.”
Consumers are increasingly interested in learning more about their products to assess whether they
are in line with their values. Seeking authentic experiences, thus allowing the consumer to signal
their knowledge, values and sophistication to others. Luxury has been associated with this image,
that only the rich people can afford it and should buy it. Not knowing that brand identity reflects
how the brand should be perceived by its target consumers, which emphasizes the psychological
connection and loyalty in action between the brand and consumers. And with that, this theory
suggests that consumers do experience inequality in terms of the treatments by brands, which
explains the research’s focal point.

The Cognitive Dissonance Theory

According to Deepika and Mittal (2020), the theory of cognitive dissonance is identified
to understand the luxury brand experience and measures a psychological state of consumers in
which a person perceives two inconsistent cognitions, resulting in dissonance. The dissonance
arises after the purchase decision has been made, depicting the consumer's’ post-purchase
behavior. In a similar manner, inconsistent consumer experience towards luxury brands can also
lead to an unbalanced or distorted attitude, which creates a sense of tension among the consumers.
This theory is in line with Heider’s balance theory, which states that if there is an imbalance among
persons, ideas and objects, it will create a state of dissonance. An unbalanced situation can be
balanced by using a rationalized approach, which helps consumers to change their perception and
attitude towards luxury brands. Therefore, the experience of an individual towards the object may
have a positive or negative effect on their attitude. Nevertheless, to achieve a harmonious state, a
consumer should make decisions rationally by seeking additional information about luxury brands
or products to eliminate the dissonant element. On the basis of these theories, the present study
seeks to identify the impact of consumers’ experience on their attitude towards luxury brands that
creates a stigma and discrimination, that is in line with this particular theory, that there’s a
dissonance with brands and the consumers that allows this research to justify its problem.

The Consumer Culture Theory

According to Weidmann (2020), the meaning of luxury should depend on the consumers
and is perceived differently by diverse sets of consumers across different cultures. This theory is
the study of consumption choices and behaviors from a social and cultural point of view, as
opposed to an economic or psychological one; it does not offer a grand unifying theory but "refers
to a family of theoretical perspectives that address the dynamic relationships between consumer
actions, the marketplace, and cultural meanings". In relation to the study, this theory justifies that
consumers were drawn to discrimination by culture, stigma, oppression, and seeing a
differentiation and unequal treatment between brand and the consumers; as a result, the consumers
demeaned other individuals for not being able to acquire what we so called "exclusive brands."
This was in addition to the meaning; of luxury, based on its conventional definition and
interpretation of the youth. In line with this theory, it explains the connection to the research that
the consumers and impoverished were dealing with serious problems, including inequality,
irreverence, and the loss of their dignity due to the brands and other consumers. Culture shouldn’t
be the basis for consumers to be treated differently. Reality speaking, it is not the fault of affluent
people for having the economic capacity to afford expensive things or what we so called the real
luxury; However, this ought not to be an excuse to lose humanity and morals, it is a basic human
duty to be educated and show respect to other people. Everyone deserves to be respected,
regardless of their economic status and cultural background, it is other people’s right to name
things or brands as luxurious for it is their perception, it is what they can barely afford.

Significance of the Study

The aim of this study is to lessen the discrimination, social inequality and disrespect that
the consumers are experiencing. The researchers want the consumers to experience being
respected, a safe space community, and to mitigate the injustices. Extant studies that examine
consumer perceptions of luxury brands suggest that consumers are able to identify characteristics
of products or brands they associate with the concept of luxury. The attitudes of the students and/or
consumers towards luxury and the feelings and perceptions of consumers on it are among the
factors shaping the concept of luxury. Today, luxury consumption is available to individuals other
than the elite and rich class. This boosts the demand for luxury and improves the democratic and
positive attitudes of the consumers towards it. A product can be bought by various consumers with
different demographic characteristics, expectations and motivations.

The social status and social motives are the distinctive factors that drive the consumers to
luxury consumption; however, these factors also result in brand difference, a result that is blatantly
incorrect seeing as luxury will always be ascertained by consumers and it will create a stigma on
the mindset of the consumers. Luxury should not be differentiated based on the price of a material
thing; Given their upbringing and financial resources, it is expected that young people will
purchase branded goods, but this should not be done at the expense of other people's ability to
acquire goods, such as students. Whether someone has the most expensive bag doesn't really
matter; the thing that should matter is treating everyone with decency and on an equal footing. The
luxury industry has undergone enormous change. The Authors noted that consumers are evolving,
the way brands speak and sell to consumers is changing, and younger generations are predicted to
grow as segments. All of these changes impact how luxury approaches diversity and inclusion
(Bagamane & Creary, 2023). The researchers are pushing this study to be published for it will
benefit the consumers. The significance of this study will be put to good use for the sake of the
consumers, aforementioned expounding the value of diversity, respect and equality. This research
indicates the helpfulness of it to future studies in the field, as it is a stepping stone for the future
researchers to have a basis — a legal basis that will potentially support a future study in this
specialized and sensitive matter — a concept of applying the perspective of the youth to have a
voice in this world.

It is the researchers’ goal to raise awareness, to make video recording in regards to the
discrimination and oppression, with this, it will be conducted online, specifically through TikTok.
With these limitations, it can affect the researcher's capacity to thoroughly examine the project's
scope.

Objectives of the Study

 The aim of this study is to disintegrate the stigma of luxury that creates a barrier between
indigent people and brands and create a solution. Furthermore, consumers need to realize that
brands won’t define their socioeconomic status and that it is just a discernment made by people.

Specifically, this study seeks to address the following:

1. To examine the preferences of students in terms of brands; qualities, practicalities and/or

social status.

2. To determine the awareness of students regarding the discrimination about luxury.

3. To create awareness campaigns through the use of internet media.

METHODOLOGY

Study Design
With the study being qualitative research, the use of phenomenological approach is more
appropriate; the research will require a range of student viewpoints on the experiences and
perspectives of consumers or students in terms of discrimination. Phenomenological approach
gives researchers the opportunity to look into and understand the experiences and viewpoints of
consumers. Interviews will be the specific methodology used by the researchers in this design. The
overall viewpoint and experiences of consumers with luxury are the focus of this study; thus, semi-
structured interviews would be more suitable since the questions ought to be open-ended and not
impose any restrictions on the informants’ answers. This will make it possible to go deeper into
certain issues of interest by conducting interviews, which will enable the participants to thoroughly
clarify their responses or views.

Sample/Population of the Study

Given that the researchers will be interviewing participants for information, it is preferable
to utilize purposive sampling and select only those who could potentially be capable of providing
pertinent details. Furthermore, as interviews with informants typically involve open-ended
questions and in-depth discussions, it is inevitable to obtain adequate information throughout every
interview with the informants. The number of informants cannot be determined until the
population is not saturated but it is regardless of the students' gender, religion, political opinions,
or socioeconomic standing, would be allowed to participate in this study, however, the researchers
will be interviewing students that are aware in terms of luxury brands and experience purchasing
branded merchandise. It will be up to the researchers to choose the sample size that has the best
suitable characteristics to help the study give in-depth and relevant data about luxury
discrimination. The reason for this is that the researchers will be using purposive sampling. While
also handing out consent papers, the researcher's objective is to individually ask potential
participants about their willingness to participate in the study and be interviewed.

Data Gathering Tool

The researchers will be conducting a semi-structured interview to gather the needed
information on the student's preferences. The interview was drawn out based on the researcher's
preferences with regards to luxury and anything else that may be relevant to the study. In the
preparation for the interview, the requirements for designing good data collection tools were
considered. For instance, statements describing the situations or issues pertaining were toned down
to accommodate the knowledge preparedness of the informants. Open-ended data were provided
to accommodate free-form views related to the topics or issues. In this way, the tool will be
authorized to obtain valid responses from the students. Preference for the use of the semi-structured
interview is premised on several research assumptions, such as
1. To collect qualitative, open-ended data;
2. To explore participant thoughts, feelings and beliefs about a particular topic; and
3. To delve deeply into personal and sometimes sensitive issues.
In the end, it encouraged open responses to the sensitive issues at hand. In addition, the data was
validated by a few consultants and teachers before it was used in the study.

Data Gathering Procedure

The first step in the data gathering procedure is communication. Communication is vital in
this study in order to provide the researchers' research findings eliciting feedback from experts and
others with an academic interest in the subject. The traditional way of communicating is to provide
an oral presentation in order for the researchers to understand its informants and the purpose of its
dissemination are one of the key factors in order to communicate effectively in research findings.
Having the skills to communicate in an effective way will give a positive impact on the researchers
themselves by making the public understand what they are doing, to prevent misinformation from
arising and help sustain support for their research. Thus, the aim of communication in this study
is to serve to articulate what is but also what could be and what ought to be.

The researchers shall secure a written permit to the principal of University of Baguio
Science High School. Upon giving permission, the researchers will explain the purpose of the
study to the selected informants and shall make sure that each informant/participant corresponds
to the predefined criteria. With this being said, the informants will be given an informed consent
for its intent to answer the interview questions freely with full information about what it means for
them to take part, and that they have given the researchers’ consent before getting interviewed.

The researchers will gather data through interviews and open-ended questions; and shall
give and make the respondents sign non-disclosure agreements, to have a formality that all of the
information that will be gathered shall be confidential. The response of the informants will be
recorded and transcribed. Open-ended questions will help the researchers to see things from an
informant's perspective or point of view rather than by giving feedback in an elaborated way,
allowing the researchers to take a holistic and a comprehensive point of view.

The data will be thematized using the Cool and Warm Analysis in order to identify the
significant statements or verbalizations of each informant. The statements of the informants will
serve as a basis in the conduct of the warm analysis stage where data categories are formulated
and themes are evolved.

Treatment of Data
The researchers will be using a thematic analysis that applies to the researchers’ data
gathering tool which is an interview. Thus, this will allow the researchers to examine the data by
identifying common themes, topics, ideas and patterns of meaning that come up repeatedly during
the interviews. Since, one of the objectives of the researchers is to examine the preferences and
determine the awareness of students regarding the research topic, this analysis will be suitable to
support our gathered data. Therefore, by this analysis, we will be able to create awareness
campaigns through the use of internet media.
Ethical Consideration
In order to conform to the code of ethics when performing a study, the researchers followed
ethical considerations. The researchers’ research design implies phenomenology and is appropriate
to the study since, through this design, the researchers can examine the informants’ perceptions
and experiences with regards to the study. The researchers sampling method will be purposive
sampling, as it is more relevant to the researchers’ study and provides an in-depth interview with
a particular informant that is just enough to gather information. During the data analysis procedure,
the researchers will be giving out consent forms to the informants to inform them of the study. By
doing so, the researchers will also ensure the informants' privacy and anonymity, as well as the
confidentiality of the data gathered, making the study a low-risk type of study because all collected
data and information will be kept confidential and used for academic purposes only. Included in
the consent documents is information on withdrawal from research participation, which the
participants may discontinue at any time, and to ensure that they are willing to participate
voluntarily. Thus, giving out consent forms to the informants will minimize the risk that might be
involved in the study.

In terms of the selection of the participants, only University of Baguio Science High School
Grade 11 and 12 students will be the informants, regardless of their gender, ethnicity, economic
status, or other factors that are not related to their scientific competence and integrity. To add to
this, they also have more experience when it comes to the topic of the study and can offer more
relevant answers or information that the researchers are looking for. Additionally, to prevent the
informants from causing distress during the interview, the researchers will use an open-ended
question to ensure the informants' engagement to share information comfortably. Along with the
other parts of the consent forms, there will also be information that the participants in the study
will not be using any of their resources for the research. This study is also considered non-invasive
since, in studying a society in social research, the researchers should observe without changing
that society. The researchers will also include on the consent forms the benefits that the informants
will get that will help in some ways to improve their lives. In the researchers’ study, the participants
will be more knowledgeable about the discrimination that keeps on fostering in today’s world and
that indeed needs to be mitigated.
 Appendices

A. Sample Letter
 Appendices

B. Sample Questionnaire/ Interview

Objective 1:

1. For you, what do you consider a luxury?

2. Do you think that buying branded and expensive material things are considered luxury? If yes,
why? If no, why not?

3. Are branded things, and expensive brands are only for rich people? Yes or no, and why?

4. As a student, do you have any luxury items that you own or possess?

5. For you, do you think that owning branded things does affect your social status? If yes, why?
If no, why not?

Objective 2:

1. Did you experience personally or do you know someone who has been discriminated against
because of what they wear or clothing? Or because of the brand that they are wearing?

2. Are you aware that there has been discrimination in the luxury world?

3. What can you say about the consumers who have been discriminated against and to those who
discriminated them?

4. What can you say to those who buy and wear counterfeit or imitations of the original
products?

5. Do you think they should be called out and judged just because they wear fake brands? If yes,
why? If no, why not?

Objective 3:
1. Are you in favor of creating an online awareness about the discrimination? If yes, why? If no,
why not?

2. If the researchers will push for creating awareness and an advocacy about discrimination, will
you support it? If yes, why? If no, why not?

3. What can you contribute as a consumer with this dilemma? In what ways can you help
mitigate the discrimination?

4. Do you think or feel that consumers should have been more respectful in terms of what other
consumers could afford and what they wear? Yes or no, and why?

5. Personally, do you respect those other students/consumers regardless of brands they wear and
could afford? Are you affected by the brand that they do wear?
Appendices

C. Gantt Chart
 Appendices

D. Curriculum Vitae

JERMAINE E. LARANANG

Marigold Street Spring Subdivision

San Luis, Baguio City

PERSONAL INFORMATION:

BIRTHDATE: March 2006

BIRTHPLACE: Baguio City
AGE: 17
NATIONALITY: Filipino
RELIGION: Roman Catholic
CIVIL STATE: Single

EDUCATIONAL BACKGROUND:

SECONDARY: Baguio City National High School

Baguio City
June 20, 2022

ELEMENTARY: Bakakeng Elementary School

Baguio City
April 2018
 Appendices

D. Curriculum Vitae

AXLE ROSE F. LINGWAYON

#22 Bugallon Street, West Modern Site

Aurora Hill, Baguio City

PERSONAL INFORMATION:

BIRTHDATE: November 2005

BIRTHPLACE: Baguio City
AGE: 17
NATIONALITY: Filipino
RELIGION: Roman Catholic
CIVIL STATE: Single

EDUCATIONAL BACKGROUND:

SECONDARY: Baguio City National High School

Baguio City
June 20, 2022

ELEMENTARY: Doña Nicasia J Puyat Elementary School

Baguio City
April 2018
 Appendices

D. Curriculum Vitae

ALIYAH C. PAGTULINGAN

Monglo, Bayabas, Sablan, Benguet

PERSONAL INFORMATION:

BIRTHDATE: January 2006

BIRTHPLACE: La Trinidad, Benguet
AGE: 17
NATIONALITY: Filipino
RELIGION: Roman Catholic
CIVIL STATE: Single

EDUCATIONAL BACKGROUND:

SECONDARY: Saint Louis School of Sablan, Inc.

Sablan, Benguet
June 2022

ELEMENTARY: Sablan Central School

Sablan, Benguet
April 2018
 Appendices

D. Curriculum Vitae

LAURIE KATE N. RAGMAC

Cantoria #4, Luna La Union

PERSONAL INFORMATION:

BIRTHDATE: April 2006

BIRTHPLACE: Balaoan La Union
AGE: 17
NATIONALITY: Filipino
RELIGION: Roman Catholic
CIVIL STATE: Single

EDUCATIONAL BACKGROUND:

SECONDARY: Regional Science High School for Region 1

Bangar, La Union
June 2022

ELEMENTARY: Cantoria Central School

Luna, La Union
April 2018
 Appendices

D. Curriculum Vitae

ELYZA YZABELLE C. SAJONAS

#313 Tiptop Ambuklao Road

Baguio City

PERSONAL INFORMATION:

BIRTHDATE: September 2005

BIRTHPLACE: Baguio City
AGE: 17
NATIONALITY: Filipino
RELIGION: Roman Catholic
CIVIL STATE: Single

EDUCATIONAL BACKGROUND:

SECONDARY: University of Baguio Science High School

Baguio City
June 2022

ELEMENTARY: Saint Louis School Inc. Center Elementary School

Baguio City
May 2018
 Appendices

D. Curriculum Vitae

LUIS IVAN S. TAGUIAM

Blk 9 Lot 1 Maple Street Avida Setting

Barangay Sta. Arcadia, Cabanatuan,
Nueva Ecija 3100

PERSONAL INFORMATION:

BIRTHDATE: March 2006

BIRTHPLACE: Gapan City, Nueva Ecija
AGE: 17
NATIONALITY: Filipino
RELIGION: Roman Catholic
CIVIL STATE: Single

EDUCATIONAL BACKGROUND:

SECONDARY: College of the Immaculate Conception

Cabanatuan City
May 2022

ELEMENTARY: Flowerlane Montessori

Cabanatuan City
March 2018
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