Consumer Culture: The Role to Filipino Self and Identity

Introduction

           Many social scientists have found the idea of the self to be a significant variable

that affects a person's attitudes, feelings, and behavior. The Philippines is considered a

collectivist society wherein Filipinos' self-concept and identities are strongly tied to their

families. However, according to Castillo, (2018) in his journal, Consumer Buying

Behavior: The Multicultural Influence in the Philippines, Filipinos have unique buying

habits that have become a culture that can be called their own. Generally, Filipino

consumers love to buy things that are on sale and with discounts. These buying habits

are very distinct and common to Filipinos worldwide. Filipino buyers are known for their

unique buying routine as a way of life. A clear manifestation of that is the Filipino

consumers' keen knowledge of the offered products and services. 

Also, today, with the advent of technology, Filipinos digitally shop or stream their

needs and wants. In fact, according to Nielsen Global Video-on-Demand (VOD) Survey,

81 percent of Filipino respondents subscribe to an online video service provider, and 85

percent said they prefer to watch VOD during their most convenient times.

These behaviors are essential in knowing and understanding one's identity. Their

needs, wants, wishes, and desires should be understood in order to accommodate them

(Castillo, 2018). Therefore, this study aims to evaluate and determine the correlation

between consumer culture's relationship to the Filipino self and identity and how this

behavior gives identity to Filipinos.

 Literature Review

Consumer Culture to Filipino Self and Identity 

Consumer culture is essential in understanding one's identity, and in order to

identify and analyze it, factors that are tied to culture should be looked upon. According

to Castillo, (2018), in his study Consumer Buying Behavior: The Multicultural Influence

in the Philippines, a consumer may hold both positive beliefs toward an object as well

as negative beliefs. The influence of beliefs is very strong than the influence of others.

An example in the Filipino culture is that "Don't buy a black shirt as it signifies bad luck".

This old belief still carries thru generations and generations to come. However, due to

the modern concept of fashion and fad, this old belief was already modernized. Western

influence in this stage is rampant as its culture was introduced to Filipinos during their

Philippine occupation after the Spaniards. These beliefs are very strong as many

western principles and influence are still in the mind of most Filipinos, which has

become a part of their culture. Consumers also hold certain feelings toward brands or

other objects. Sometimes these feelings are based on the beliefs (e.g., a person feels

nauseated when thinking about a hamburger because of the tremendous amount of fat

it contains), but there may also be feelings that are relatively independent of beliefs. The

influence of family has always been strong ties for most Filipinos. In a typical Filipino

family, the parents (father and mother) are the ones who hold the money of their

children. In some instances, they are also the advisers in terms of buying things for

personal effects. Modern approaches to consumer buying lead to a more successful

buying power for marketers. An example is when there is an ultimate sale, the
marketers usually put the timing on the first or last week of the month. Moreover, the

Philippines has a lot of holidays wherein the marketers can take advantage of these

opportunities. The behavioral intention is what the consumer plans to do with respect to

the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical

consequence of beliefs (or affect) but may sometimes reflect other circumstances. For

Filipinos, this intention may or may be applicable as to its psychological behavior in

buying things. One of the common denominators of behavior pattern of Filipino

consumers is that they look for alternative brands and comparing the prices then weigh

things. They want products that will last even if the product is expensive. They believe

that in the long run, they will save a lot than buying more cheaper or alternative things

as compared to the original. The marketing concept emphasizes that profitable

marketing begins with discovering and understanding consumer needs and then

develops a marketing mix to satisfy these needs. Unfortunately, there is no single theory

of consumer behavior that can totally explain why customers behave as they do.

Instead, there are notions that have been influenced by a variety of other disciplines

such as sociology, psychology, anthropology, and economics, and must be integrated to

understand consumer behavior. The Filipino consumer behavior is one of the most

influential buyers in the world today. Their needs, wants, wishes and desires should be

understood in order to accommodate them. Consumers often do not behave

consistently with their attitudes for several reasons, (Castillo, 2018).

A typical Filipino will still buy things they want as long as it is within their budget.

Even if the product is not in their favorite shop, this will not discourage them to look and

find another shop. There are also products that can only be sold in a certain region or
places, but a typical Filipino buyer will find means and ways in order to get that stuff.

Filipino consumers prefer to buy branded things as they know it came from a reputable

brand of quality. It is also one way of showing people around how proud you are

wearing and carrying that brand. In some cases, this may be a way of boasting to fellow

and common friends that you have something new. Most brands, specially for apparel,

Filipinos want the brands to be exposed so other people will recognize that such is

expensive, or it can be seen as a status symbol as the case may be, (Castillo, 2018).

Many brands offered in the market today, Filipino consumer buyers usually look

around for price canvass and then decide whether to buy. In some instances, due to the

need, they buy the item instantly because they don't want to risk to get the same item in

other malls or shops maybe of out stocks, (Castillo, 2018).

Factors such as family, societal and the like. Behavioral scientists have become

increasingly aware of the powerful effects of the social environment and personal

interactions on human behavior. In terms of consumer behavior, culture, social class,

and reference group influences have been related to purchase and consumptions.

Culture is one of the most basic influences on an individual's needs, wants, and

behavior, since all facets of life are carried out against the background of the society in

which an individual lives. In the case of Filipino consumers, they can easily be identified

as to upper, middle, or lower in social class. Aside from that, it has a corresponding

interval which will differentiate its class in the society. Filipino class can be classified to

class A to E in terms of its society status. It is very common for Filipinos to visit malls

and different shopping centers as it became their habits to visit such place. It is a
commonplace to stopover as it was a good meeting place for different occasions such

birthdays, anniversaries, dates

including business activities. Family influences among reference groups are common to

Filipino buyers which are handed on from generations to generations. In some

instances, during payday, the family members are being asked for the stuff they want to

buy. This practice is very common to typical Filipino families. The influence of the family

is very strong in terms of purchasing power and buying behavior. Sometimes, the

parents are the ones who decide whether to buy or not. For the children, they usually

ask for things that their parents can buy them as a good reward for their

accomplishments such as good grades, awards, and even good deeds. As noted, the

family is generally recognized to be an important reference group, and it has been

suggested that the household, rather than the individual, is the relevant unit for studying

consumer behavior. Because family wants and needs affect the buying behavior of each

family member, including the budget. There are some brands that even family members

suggest to fellow brothers and sisters, including mother and father. These products are

tried and tested brands that stand thru the years. Once this product has already spread

thru word of mouth among family members, this brand becomes a family (house) brand

which can be easily referred to common friends, officemates, schoolmates and same.

This kind of social influence is widely spread for most Filipino consumer in making their

buying decisions, (Castillo, 2018). 

The typical Filipino consumers always look for good product or service

information that is available on the market. They usually ask for things that will last

longer thru wear and tear usage. Also, Filipino consumers always go and look for items
that are very different in nature. They will find the product they want wherever and

whatever it takes, this culture is typical to Filipino and only for Filipino. Typically, Filipino

consumers look for items that are on sale. They usually scrutinize such items for defects

and the like. The most common applications and perks of marketers are sale items

which are old stocks if not stocks that are sacrificially sale as they cannot be return to

the distributor. Filipino buyers also look for sale items such as bundled products, which

are common in supermarkets. Filipino consumers usually knew that this mode of sale

can make or break their needs of buying new things that are offered for sale. Most

shopping malls and shopping centers usually invest a lot in terms of information

awareness such as leaflets, brochures and the like. This traditional marketing strategy is

the most common and popular approaches that triggers psychological decision making.

They usually put the announcement and advertisement of sale items in a big signage or

tarpaulin that is very visible to the general public. Moreover, the calendar of the sales

gimmicks is usually put during paydays or public holidays. As the typical Filipino usually

goes to the malls by groups, this marketer knows how to twist the sale items as it

encourages them to buy things based on their stimulus.

According to Luz Barra, commercial director of consumer knowledge and insights

firm, Kantar Worldpanel, Filipino consumers could be understood by analyzing their

product preference(s) for beauty, hygiene, health, and convenience. 72% of Filipinas

admitted that they would like to improve their hair and change their complexion,

supporting the idea that Filipinas care about their looks. Their preference for beauty

products increased the purchase growth of 12.6% in hair conditioners and 6.3% in hand

and body lotion from June 2009 to June 2013. The increase in whitening body lotion
sales compared to non-whitening lotions is also due to the Filipino consumer's definition

of being fair as being beautiful.

Filipino consumers also prefer healthier and more "on-the-go" food. Along with

the promotion of fun runs, exercise, and other physical activities, Filipinos have adopted

a healthier lifestyle based on their food choices. For the past 5 years, an increase in

sales was seen in cereals, yoghurt, canned vegetables, and biscuits, and also with

beverages like soy milk, bottled water, energy drinks, fruit/vegetable juices, and

powdered milk.

Aside from healthier options, consumers also prefer fast, easy, and convenient

choices like ready-to-drink beverages, quick and easy meal purchases like instant

noodles and canned meat, and choices for easy cooking, including meal flavorings and

seasonings.

Consumers are also concerned about their hygiene. Consumers purchase more

germ-protection products like alcohols and hand sanitizers and, in addition, also include

personal hygiene products (panty liners, razors, sanitary pads) in their grocery lists.

In 2013, a Nielsen online survey on Global Consumers reported that 77% of

Filipino respondents said that they already have preferred brands and types of products

before buying. Consumers seldom switch to different brands and often remain with their

favorite shampoo (63%), deodorant (56%), and coffee (53%). Even if they were

presented with a promotional offer from other brands, Filipinos usually stick to their

preferred brand.
 Although Filipino consumers observe brand loyalty, a Nielsen survey on Global

New Product Innovation in 2015 revealed that, recently, Filipinos are among the

consumers worldwide who often try new products when grocery shopping and prefer

brands with fresh product development. In the 2015 survey, 68% of the Filipino

respondents said that they bought a new product during their last grocery trip. 78%

prefer to buy new products, while 77% like it when manufacturers offer new product

options, as a brand name assures quality and credibility.

A report by Pancake House Inc. states that Filipinos are open to new brands, but

they are also very fickle. According to Bernadette Lee, COO of Pancake House Inc.,

Filipino consumers are not difficult when introducing a new brand, but it is hard

maintaining their interest with the product. In the words of Ms. Lee, the only battle in

introducing new brands to consumers is the constant "battle to sustain attention and

loyalty."

Majority of Filipino consumers check the brands' commitment to making a

positive social and environmental impact. Moreover, 79% of the respondents (the

highest globally) of the Nielsen Global Survey of Corporate Social Responsibility

claimed that they are willing to pay extra for products and services from companies

committed to making positive social and environmental impact.

Nielsen's Managing Director in the Philippines Stuart Jamieson added that

socially conscious consumers, like those in the Philippines, Vietnam, and Thailand, look

for brands committed to "supporting local communities and improving the state of the

environment" because they are the ones who "face extreme levels of poverty" and

frequently encounters natural and environmental disasters.

 Filipinos are often lured by-product promos and affordable prices. 40% of the

Filipino respondents in a study conducted by Waggener Edstrom Communications Ltd.

(WECL) said that they are very likely to follow a brand on social media for the discounts

and promotions offered.

Nielsen's 2013 Philippine Shopper Trends Report revealed affordability as the

key driver of new product purchase for Filipino consumers, followed by convenience

and personal recommendation. Filipino shoppers have said that they like new products

or emerging products that are "centered on affordability, health and sustainability, and

convenience as important considerations."

Filipinos also prefer to shop around for deals. Three out of 10 shoppers,

according to the report, admit to being promotions-driven. Despite having a prepared list

for their shopping trips, the majority of shoppers buy more than they had planned due to

these promos, i.e. price-offs, discounts, and the Pinoy-favourite "Buy 1, Take 1" promo.

In-store promotional activities are a good way to support product or brand launches, as

well.

According to Nielsen's 2012 Global Consumer Report, good product promotions

are received the strongest in developing countries where "practicality and creativeness

are needed in order to stretch the budget." In fact, 76% of Filipino respondents said free

gift offers make product offers more attractive. Although Filipinos are ready to spend,

they are still more inclined to grabbing the best deals and promos; offering extras or

gifts to consumers will get them to buy a product over another.

Filipino Self and Identity

           The Philippines is a collectivist society and individuals tend to understand

themselves as a part of a group. For Filipinos, the interests of the collective often

override the interests of the individual. Filipinos generally feel a strong sense of pride

towards their group and will celebrate their pride through sharing stories or facts about

their family, barangay (village) or town, (Evason, 2016). The Philippines, with a score of

32, is considered a collectivistic society. This is manifest in a close long-term

commitment to the member' group', be that a family, extended family, or extended

relationships. Loyalty in a collectivist culture is paramount, and over-rides most other

societal rules and regulations. The society fosters strong relationships where everyone

takes responsibility for fellow members of their group, (Hofstede Insights, 2010).

           Also, the long history of contact with Spain and the United States continues to

have a significant impact on the Filipino identity. One example is the influence of

American standards of beauty, which are often measured in the Philippines by the

possession of Western physical traits – such as fair skin and curly hair, (Evason, 2016).

           Filipinos are usually very warm and friendly people who enjoy conversing with

those around them. It is common to find strangers engaging in conversation or sharing

stories to family, friends, or foreigners about their hometown, family, or country. Filipinos

are often expressive and sentimental while maintaining a light-hearted demeanour,

(Evason, 2016). Also, in the study conducted by Picodi.com (2019), it is stated that

Filipinos are sincere and generous in nature.

           However, Many Filipinos spend right after payday, which leads to Petsa de

Peligro. One of the immediate effects of the come what may mentality is encountering

Petsa de Peligro. This is common for Filipino workers who spend more than 50% of
their paycheck upon receiving it either on necessary utilities or impulse buys, (Silang,

2016). 

Discussion, Conclusion, and Recommendation

Discussion/ Conclusions:

In the study conducted by Castillo, (2018) Consumer Buying Behavior: The

Multicultural Influence in the Philippines, it is stated that the influence of belief is strong

than the influence of others. The belief of Filipinos affects their preferences in buying

things. An example "Don't buy a black shirt as it signifies bad luck". This only means

that Filipinos still carry the belief of their ancestors up to this day. They used to consider

this belief before buying things that suggest that Filipinos are still culturally oriented.

However, this kind of belief changes over time due to the new modern concept of

fashion, in which old beliefs was modernized. This shift is also patronized by Filipinos,

which means that Filipinos are flexible in adapting to new changes and innovations

worldwide. Historically, the Philippines was both colonized by countries from Western

and Eastern, which brought huge influence among the Filipinos. According to, Hofstede

Insights (2010), the Philippines is considered a collectivist society. These influences can

easily track on how Filipinos consume things. According to Castillo, (2018), during

payday, the family members are being asked for stuff they want to buy. This means that

Filipinos buy things not only for themselves but also for the others. It is also common
among Filipinos when to give reward for someone's accomplishment, they buy things as

a gift. It only shows how generous Filipinos are. However, Filipinos are lack of self-

control because they still buy things as long it is within their budgets. It is really typical

for Filipinos to look for another store even it is their favorite, just to purchase the product

they desire to buy. They are really determined with their needs and wants, as long as it

will satisfy them.

Because of the modern changes, brands also become trend. Filipino consumers prefer

to buy branded things, not because of its quality but because it has status symbol

representation in the society. Also, 77% of Filipinos have preferred brands, and they

consider it before buying. Filipinos are loyal to their brands, that is according to Nielsen

online survey on Global Consumer (2013). But despite the brand loyalty, it was also

observed that Filipinos are among consumers worldwide who often try new products,

78% prefer to buy new products, while 77% like it when manufacturers offer new

product options, as a brand assures quality and credibility. Filipinos are competitive

consumers and does not want to be left behind. However, Filipinos are also panic

buyers, due to the need, they instantly buy items because they assume that the items

may become out from the store or the market, Castillo, (2018). However, Filipino

consumers are aware of their spending, usually they look around for price canvass

before buying, meaning to say, others also consider their pockets' capacity in buying

branded things. Also, Filipinos prefer quality, they always go and look for items that are

very different in nature. They will find the product they want wherever and whatever it

takes, this culture is typical to Filipino and only for Filipino, Castillo, (2018). Definitely,
Filipino are enthusiastic and persevered. They are also wise because when malls are in

sales, they grab that chance to buy stuff. According to Nielsen's survey, Pinoy-favorite

"Buy 1, Take 1" promo let them shop, sales and deals are some of Filipino buyers'

weaknesses. It is also common for Filipinos to buy things in bundled, it is maybe

because they are collectivist and prefer to buy things for the benefit of the many.

According to Luz Barra, 72% of Filipinas admitted that they would like to improve their

hair and change their complexion. Maybe because Filipinos are diverse, the difference

triggers them to improve within themselves to look good and conscious about their

physical selves. Also, Filipinos are health conscious because they prefer healthier food,

like, cereals, yogurt, canned vegetables, and biscuits. Also, beverages like; soy milk,

bottled water, energy drinks, fruit and vegetable juices, and powdered milk. On the other

hand, Filipinos prefer fast, easy, and convenient choices like ready-to-drink beverages

and quick and easy meals. No matter how health-conscious Filipinos are, still, they

prefer instant food because it is more convenient.

Recommendations:

1. Filipinos should prioritize their needs over their wants.

2. Filipinos should stop panic buying to avoid purchasing unnecessary items. 

3. Generosity is a nature thing among Filipinos, willingly giving gifts to express

yourself should be maintained.

4. Filipinos should continue waiting for shop promos, deals, and sales.

5. Canvassing for price must be practiced before buying, to ensure the capability of

the pocket. 
 6. Filipino must know the value of money. 

7. Filipinos should also try local products. 

8. Filipinos must continue to buy items in quality.

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