Today’s Today’s Filipino teenager embraces technology – particularly the cellular phone and social networking sites – and, though brand conscious, sees local brands as being at par with imported brands. The average Pinoy teen also highl y values family, religion, and education. This image of the Filipino Filip ino teen is revealed in “The T! "tudy# $%&& Philippines Teen Teen 'dition( which was released Thursday by global youth research organi)ation T! *Teens *Teens esearch !nlimited+, a company under custom market research specialist T", a member of the -antar roup. “The results of the T! study remind us that the mindsets, preferences and purchasing habits of Filipino teens, whether on brand values, the latest product offerings, or on values and social issues should not be ignored,( said T" Philippi nes managing director ary de /campo in a press release Thursday. “0nd “0nd because they represent a significant percentage of the Philippine population, teens will continue to play a big role in shaping the future of business success and the Filipino society.( society.( Favored brands “To most Filipino teens, imported brands wield no advantage over local ones, or vice versa,( the press release revealed. The study said that appro1imately 2 out of &% teenagers see local brands as being at par with other imported !" brands. Filipino clothing brand 3ench topped the teens’ list of favorite brands, followed by ike, 0didas, 4ag 4eans, 4ollibee, 5ee, 5evi’s, 0von, atasha, and okia. The study also found that 6% percent of teens surveyed e7uate certain brand names with 7uality, and believe it important to use branded products. The remaining 8% percent will not automatically shun an unknown brand, particularly if it happens to meet their other re7uirements. High value, limited budget The study pictured Filipino teens as “a high9value segment in terms of purchasing power – e1cept that their spending is still sub:ect to their parents’ approval and more importantly, their spending capacity.( capacity.( ;t found that the average Filipino teen spends about P$<= per week, which translates to a total national e1penditure of roughly P$$8 billion annually. “>espite the Filipino teens’ having limited budget to spend, low price does not necessarily make any brand a shoo9in for their patronage,( e1plained T" Philippines associate research director ?ing 3arcelona. ‘Fully embracing technology’ Filipino teens surveyed, the study said, admitted to fully embracing technology, ranking as the hottest trends today social networking sites *=& percent+, multi9player online games *<= percent+, online photo sharing *<@ percent+, PA ga mes *<6 percent+ and "martphones *6< percent+. The study attributed this to “various influences from globali)ation.( ?obile phones are the gadget of choice for their functionality and relative affordability, with ma:ority
of Filipino teens owning mobile phones. The dominant phone brand is okia, which accounts for three of every four handsets currently owned by Filipino teens. The T! study noted, however, that despite okia’s market penetration, the mobile phone maker still has much room for growth, “especially for affordable but 7uality phone offerings.( Values and social issues The study also discovered that Filipino teens still give importance to family *=2 percent+, religionBfaith *=6 percent+ and personal well9being *=8 percent+, all these transcending their gender, age, economic status and geographic differences. 'ducation is also a ma:or consideration, “with = out of &% teens believing that getting ahead in life would be difficult without it,( the study stated. The study showed that Filipino teens “have a keen awareness of issues that plague the country.( ;t cited as “key social concerns( of Pinoy teens crime *@% percent+, child abuse *C= percent+, and drug abuse *C$ percent+ – with 0;>" particularly worrisome for teens in Disayas and ?indanao, and climate changeBglobal warming bothersome for teens belonging to the upper class *C2 percent. — MRT/VS/M! "e#s
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“ Theal l ur eofgoodpr oduc tpr omot i onsi sst r onges ti ndev el opi ngc ount r i essuc hast he Phi l i ppi neswher epr ac t i c al i t yandc r eat i v enes sar eneededi nor dert os t r et c ht he budget , "ex pl ai nedSt uar tJ ami es on,managi ngdi r ec t oratNi el s enPhi l i ppi nes . " Fi l i pi nosmayber eadyt os pendbuts t i l l t heyar eont hel ook outf ort hebes tdeal sand pr omos .Off er i nge xt r asorgi f t st oc ons umer swi l l gett hem t obuyapr oduc to v er ano t her , "headded. Ot herdev el opi ngc ount r i est r ai l i ngbehi ndr es pondent sf r om t hePhi l i ppi nesl ur edby f r e eb i e sar eVi e t n am ( 7 5%)a ndGr e ec e( 7 4%) . ThePhi l i pp i nese x c eedst hewor l dav e r ageof5 8% andAs i aPac i fi cr egi o n' sa v er ageof 61%.
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2 .Fi l i pi nosshopa r o und,l oy alt obr a nds About77% ofFi l i pi nor es pondent ss ai dt hatt heyus ual l yha v epr ef er r edbr andsand t y pesbef or ebuy i ng. Thi si shi g hert hant hegl obal a v er ageof67% andt heAs i aPac i fi cr egi on' s69%.The Fi l i pi nor es p on de nt sc a meonl ys e c on dt oI n di awh i c hhad80 %r e s po nde nt swh o a gr e ed .
“ I nt hi sr epor t ,wef oundoutt hatFi l i pi noc ons umer ssel dom s wi t c ht oanot herbr andand r e ma i nde v ot e dt ot he i rf a v or i t es h ampo o( 6 3%) ,de odo r a nt( 5 6%)a ndc o ffe e( 53 %) br ands , ”not esJ a mi es on. Thi sdoesnotj i bewi t hobs er v at i onsr ec ent l yshar edbyac as ual di ni ngr es t aur ant .An offic i al ofPanc ak eHous eI nchast ol dRap pl ert hatt heav er ageFi l i pi noc ons umeri s opent one wc onc ept sbutno tv er yl o y al . TheNi el s ensur v e yac k no wl edge dt hi s .About79% oft heFi l i pi nor es pondent ss hop ar oundt obuyt hemos tv a l u ef or mo ne ypr oduc t . 3.TVr emai nsmai nsour ceofpr oducti nf o T el ev i s i onr emai nst hemai ns our c eofpr oduc ti nf or mat i onf orFi l i pi nor es pondent sf or i t ems ,s uc has •
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Res p on den t sf r om t h ePh i l i pp i n es( 78 %)an dKo r e a( 7 9%)s a i dc omme r c i a l si n c r ea s ed t hei rbr andpr ef er enc e. Thet womar k e t sc ont r i but edt oAs i aPac i fi c ' ss c or e( 67%)asha vi ngt hemos t c ons umer si nt hewor l ds ay i ngt hatadv er t i s i ngi nfl uenc est hei rpr ef er enc ef orabr and. About73% ofFi l i pi nor es pondent sagr eedt hatt hei magecr eat edbyadv er t i s i ng i nfl uenc edt hei rdec i s i ont obuyapr oduc t .Thi si s9poi nt smor et hant her egi on' s64% a v e r a g e .
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Li k i ngt hec ommer c i al anddec i di ngt obuyt hepr oduc t ,howev er ,ar et wodi ff er entt hi ngs f orFi l i pi nos .Onl y48% ofFi l i pi nor es pondent sagr eedt hatt he ywoul dbuyapr oduc t b ec a us et he yl i k e di t sc o mmer c i a l .Th eAs i aPac i fi ca v er a gewa s5 1%.
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-Ra ppl er . com Theoretical 3ackground "tudents all over the world spend in several different ways, but close market research on student spending indicates that there are several common patterns that can be seen. "pending habits in adolescents is changing drastically in the last few years, but that change is almost uniform in all the metros of the world. Aommerciali)ation has begun targeting studentsE spending habits a very long time ago. *;F;? "tudents 5ifestyle and "pending abits , $%%2+ 0ccording to a study conducted by a bank and financial institution, youths fork over money to buy cellphone load, to play computer games at ;nternet cafes and to bu y cigarettes and alcohol. They also spend money on going out and on clothes and accessories. *T4 ?anotoc, 03"9A3 ews, $%&%+ Teens hang out and shop. Teens are active consumers in terms of the money they spend, as well as in the influence they wield in their families and on societal trends. >espite being raised in a period of rapid change, they display a remarkable self9confidence in their :udgment. *Tempo, $%&%+ 0 lot of the number of students seem to wants what is the “inG trend, what people are doing or using “right nowG. ?ost teens will usually have one or two sources of income, either allowance from their parents or a :ob. The answer to this 7uestion isnEt found by looking at the income of the family or social status, itEs more a way of living and rearing that the parents have given their children. *Felipe, $%%<+ “>espite the Filipino teens’ having limited budget to spend, lo w price does not necessarily make any brand a shoo9in for their patronage,G e1plained ?ing 3arcelona, T" Philippines 0ssociate esearch >irector. “The T! study reminds us the mindsets, preferences and purchasing habits of Filipino teens, whether on brand values, the latest product offerings, or on values and social issues should not be ignored,G added ary de /campo, T" Philippines ?anaging >irector.
“Past C%9day spending among teens showed that...
THE PHILIPPINES, SEPTEMBER 2011: To most Filipino teens, imported brands ield no ad!anta"e o!er lo#al ones, or !i#e !ersa$ T%is as amon" t%e &ndin"s laid o't in t%e &rst P%ilippine st'd( b( "lobal (o't% resear#% or"ani)ation TR* +Teens Resear#% *nlimited, a #ompan( 'nder "lobal leader in #'stom mar-et resear#% TNS$ .T%e TR* St'd(: 2011 P%ilippines Teen Edition/ re!ealed t%at approimatel( o't o 10 teena"ers see lo#al brands as bein" at par it% ot%er imported *S brands$ Filipino #lot%in" brand Ben#%, per#ei!ed to be "ro'nd3brea-in", inno!ati!e and o top 4'alit(, ba""ed t%e #o!eted n'mber one spot in teens5 list o a!orite brands, olloed b( Ni-e, 6didas, 7a" 7eans, 7ollibee, Lee, Le!i5s, 6!on, Natas%a, and No-ia$ F'rt%ermore, t%e st'd( o'nd t%at 809 o teens s'r!e(ed e4'ate #ertain brand names it% 4'alit( and belie!e t%at it is important to 'se branded prod'#ts$ T%e remainin" 09 ill not a'tomati#all( s%'n an 'n-non brand, parti#'larl( i it %appens to meet t%eir ot%er re4'irements$ TR* #ond'#ted its P%ilippine resear#% on a nationide sample o 1,000 inter!ies it% teens a#ross so#io3e#onomi# #lasses, and #o!erin" bot% r'ral and 'rban areas$T%e st'd( loo-ed into t%e spendin" %abits o Filipino teens, %i#% #omprise 189 o t%e #o'ntr(5s pop'lation$ Be#a'se o t%e s%eer si)e o t%e teen demo"rap%i#, t%e st'd( %i"%li"%ted t%at Filipino teens are a %i"%3 !al'e se"ment in terms o p'r#%asin" poer ; e#ept t%at t%eir spendin" is still s'b? per ee-, %i#% amo'nts to ro'"%l( PHP22 billion ann'all($ .@espite t%e Filipino teens5 %a!in" limited b'd"et to spend, lo pri#e does not ne#essaril( ma-e an( brand a s%oo3in or t%eir patrona"e,/ eplained Min" Bar#elona, TNS P%ilippines 6sso#iate Resear#%
@ire#tor %o is t%e lo#al point person or TR*$ .T%e TR* St'd(: 2011 P%ilippines Teen Edition is a "reat reso'r#e or brands and mar-etin" proessionals loo-in" to tap t%e Filipino teen demo"rap%i#$ It pro!ides an 'nderstandin" o and 'nparalleled insi"%t into t%e li!es o t%e Filipino teens$/ @'e to !ario's inA'en#es rom "lobali)ation, Filipino teens, as epe#ted, admitted to 'll( embra#in" te#%nolo"(, ran-in" so#ial netor-in" sites +?19, m'lti3pla(er online "ames +>?9, online p%oto s%arin" +>9, PC "ames +>89 and Smartp%ones +8>9 as t%e %ottest trends toda($ Mobile p%ones are t%e teens5 "ad"et o #%oi#e d'e to t%eir 'n#tionalit( and relati!e aDordabilit($ Ma9 o all %andsets #'rrentl( oned b( Filipino teens$ T%e TR* st'd( noted, %oe!er, t%at despite t%is brand5s mar-et penetration, t%ere is still m'#% room or "rot% in t%e mar-et, espe#iall( or aDordable b't 4'alit( p%one oDerin"s$ .T%e TR* St'd(: 2011 P%ilippines Teen Edition/ also dis#o!ered t%at re"ardless o %o so#iet( is e!ol!in", Filipino teens still "i!e importan#e to amil( +?9, reli"ionait% +?89 and personal ell3 bein" +?9$ T%ese &ndin"s trans#end "ender, a"e, e#onomi# stat's and "eo"rap%i# diDeren#es$ T%e TR* st'd( s%oed t%at Filipino teens %a!e a -een aareness o iss'es t%at pla"'e t%e #o'ntr($ e( so#ial #on#erns in#l'de #rime +09, #%ild ab'se +G?9, and dr'" ab'se +G29$ 6I@S is also a so'r#e o orr(, parti#'larl( in isa(as and Mindanao mean%ile teens belon"in" to t%e 'pper #lass #ite #limate #%an"e"lobal armin" +G9 as a #on#ern$ T%e( !ie ed'#ation as a ma
iss'es s%o'ld not be i"nored,/ added Kar( de =#ampo, TNS P%ilippines Mana"in" @ire#tor$ .6nd be#a'se t%e( represent a si"niant per#enta"e o t%e P%ilippine pop'lation, teens ill #ontin'e to pla( a bi" role in s%apin" t%e 't're o b'siness s'##ess and t%e Filipino so#iet($/ 3 See more at: %ttp:$adoboma"a)ine$#omits3tr'3ben#%3ni-e3 and3adidas3top3brands3&lipino3teensst%as%$