Filipino Buying Behavior

Shopping styles of the Filipino consumer

An updated take on the many faces of the Filipino consumer was shared by Taylor Nelson Sofres (TNS) Worldpanel Philippines recently to a group of media and research executives. The findings were generated from the household purchase panel that TNS operates, tracking 3,000 households in both urban and rural areas in the country. The household purchase panel is a continuous measurement and analysis of consumer purchase behavior across 80-plus fast-moving consumer goods (FMCG) categories, which has been operating since 2001 and is accomplished via self-completed purchase diaries.

TNS Philippines is a trusted market research company operating locally, regionally and globally, and services financial institutions, networks and media agencies. Its headquarters is in Westgate, London. With permission from TNS let me share with Philippine STAR readers the highlights of the study.

Asia’s Youngest & Largest

• With an average of five members, the Filipino family is Asia’s youngest and largest in size. More than 50 percent of Filipinos are under 25 years old. The nation’s population, though, is bound to get older with the childbearing rate going down while survival rates across all age groups continue to improve.

• The Philippines also has the fifth largest working population in the Asia, and they are marrying at a later age. Most are relatively poor but are highly urbanized. The women in the households are mostly non-working while Pinoy men are getting more home-based and domesticated.

• Filipinos love being connected since they still maintain close communication ties. More and more Filipinos are getting connected, thus increasing mobility in lifestyle. SIM penetration levels increased from 0.7 percent in 1995 to 61 percent today, giving a majority of the population access to telecommunication services.

Lifestyle Feature ( Article MRec ), pagematch: 1, sectionmatch:

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