Why most Pinoys don't follow their shopping lists

Posted at 07/21/12 10:17 AM

MANILA, Philippines - Seven out of 10 Filipino consumers do not follow their shopping lists when visiting a supermarket, according to a study by Nielsen.

Nielsen’s annual Philippines Shopper Trends Report showed 9 in 10 Filipinos prepare shopping lists before they do their grocery shopping, but 7 in 10 shoppers do not stick to the lists despite strict budgets.

People queue to pay for groceries at a supermarket in Paranaque, Metro Manila July 4, 2012. / REUTERS

Stuart Jamieson, managing director of Nielsen Philippines, said this shows Filipinos can be easily persuaded to stray from their shopping list when they get to the supermarket.

"Our study clearly identified that the Filipino shopper has the best intention when they leave home but unfortunately when they get to the supermarket, they get persuaded by all the manufacturers' opportunities. That's why 7 out of 10 consumers don't follow their shopping lists," he told ANC.

Jamieson said Filipinos would likely get a different brand or product when faced with the different choices at the supermarket. "I think its more likely to stray from brand to brand or from product to product," he added.

However, Filipino consumers have strong brand loyalty and do not easily change their minds, even with the different promos. The Nielsen study showed only 9% regularly buy different brands because of promotional efforts.

This puts extra pressure on companies to exert more effort in wooing Filipino consumers.

"The Nielsen shopper study indicated that Filipino consumers are very loyal to their brands, so they don't stray. That puts a lot of pressure on manufacturers to persuade shoppers to move from one brand to another. The Filipino has been proven to be a very loyal brand consumer," Jamieson said.

While manufacturers are coming up with different promo deals to attract consumers, Jamieson said Filipinos are not too swayed by promotions. The study showed 30% of Filipinos say they search for promo deals when grocery shopping, and 40% say they only buy promo deals if it is a brand they like.

"You're seeing savvy manufacturers, bringing different pack sizes, different promotional offers, buy 1 get 1 free, those activities which may not be about price. Not everybody is price conscious. I think manufacturers are trying to get into the consumers' psyche, giving them more value," he said.

As the middle-class grows in the Philippines, Jamieson said there will be more demand for national and global brands and products from Filipino consumers.