Filipinos still prefer ‘traditional’ buying


Despite being diverse in the social networking community, Filipinos’ shopping habits “remain traditional,” according to recent Reader’s Digest survey.

Entitled “Reader’s Digest Trusted Brands 2013 Survey” conducted to 7,000 respondents among seven Southeast Asian countries, it showed that 17 percent of 1,000 Filipino respondents changed their shopping habits, despite the “rising number of online stores in the last two years.”

Also, only 7 percent of Filipinos “trust online comments regarding brands or products.”

It also said that less than 10 percent of Filipinos are active in sharing brand experiences online, though are active in social media participation and discussions.

And if ever Filipinos do shop online, they will most likely purchase travel services as it is ranked No. 1, or accounted 33 percent, in categories of products or services that Filipinos buy online.

After travel services, most Filipinos shopping online would purchase consumer electronics at 20 percent, while vouchers and online coupons ranked third at 17 percent.

Clothing and other apparels, books and media online both received 15 percent preference from online Filipino shoppers.

Asian shoppers also distrust online comments and reviews with regard to brands and shopping online.

Only 13 percent of all the Asian respondents changed their shopping habits significantly with the dawn of online options, while only 5 percent would often share their brand experiences online.

Asian countries included in the survey were India, Thailand, Malaysia, Singapore, Hong Kong, Taiwan and the Philippines.

The survey by Reader’s Digest aims to provide “valuable insight into the decision-making processes of consumers, while at the same time seeks to give due recognition to outstanding market performers.”

Reader’s Digest awarded a total of 91 brands in the country as Trusted Brands of 2013.

Among the 91 brands, 45 are local household names which include: Jollibee, Philippine Long Distance Telephone Co., Magnolia Chicken, Monterey, DMCI Homes, Bank of the Philippine Islands, Century Tuna, Argentina, Camella Homes, St. Lukes Medical Center, Condura, Banco De Oro and SM.


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