Title:

“Filipino Consumers’ Behavior towards Online Shopping “

Moira Isabelle N. So

heyisabelleslays@gmail.com

Bachelor of Science in Accountancy

1st Semester

December 06, 2019

Topic:

This paper discusses what are the Filipino consumers’ attitude towards online shopping and

seeks to understand the factors affecting the decisions of these consumers on why they chose to

shop online. It will also aim to delve into both the benefits and the problems of using online

shopping to the consumers. This paper will recommend a course of action that can be taken to

improve strategies in online shopping. Thus, by following this plan of action, this would be a great

help to the marketers, entrepreneurs and businessmen to compete in the market and to make their

products more compatible to the consumers’ needs and wants.

Purpose of the paper/Introduction:

The idea of shopping from their own home has been around for ages, it could be from

commercials to catalogs. Since several technologies are becoming more advanced, internet or

online shopping is becoming a thing. Most people rely upon the accessibility of the Internet which

is an obvious phenomenon that is happening in the world nowadays and because of the increasing

use of Internet, Philippines provided an emerging opportunity for online shopping. Online

shopping has encountered a rapid development during the recent years because of its many

advantages for both the consumers and the sellers, such as convenience for the consumers, saves

their time and effort rather than being dependent on store visits, increasing market area for the

sellers and there are a wide range variety of products to choose from. Because of these advantages,

an ever increasing number of individuals say that they chose online shopping rather than physical

shopping nowadays. But there are also risks associated with online shopping. The consumes’

behavior towards online shopping alludes to their psychological state when buying over the

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Bachelor of Science in Accountancy

Internet. The purpose of this paper is to understand behavior of Filipino consumers towards online

shopping and the factors that influence them to shop online. Whether or not those factors can also

affect the marketers, entrepreneurs and businessmen about their strategies towards online

marketing are also considered in this paper.

Discussion:

• What are the consumers’ behavior toward online shopping?

According to the study of Kuester (2012), he considered the behavior of consumer as

the study of an individual or group and the procedures that they use to pick, secure and

discard commodities to fulfill needs and the influence these processes have on the customers

and the community. It balances the components from sociology, psychology, management

and economics. Likewise, Chisnall (1994) mentioned that the needs and intentions of

humans are inseparably connected and their connection is so extremely close that it is

difficult to determine their distinction. For instance, a person may buy new garments to

ensure them against the chilly climate yet the hidden need might be to keep up with the most

stylish trend pattern.

The Europeans, Americans and Asians’ consumer behavior have become global

gauges these days regarding its purchasing propensities and way of life. On the other hand,

the Filipinos really have a one of a kind purchasing propensities which has become a culture

that can be considered its own. Generally, products that are marked down or products that

have discounts are what Filipino consumers love to purchase. These buying habits are

common to Filipinos around the world. Filipino consumers are referred to for its one of a

kind purchasing routine. An unmistakable sign of that is the Filipino consumers' sharp

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Bachelor of Science in Accountancy

information on the commodities or services that are being offered (Castillo, 2018).

• Different factors that influence the Filipino consumers to use online shopping.

According to Rani (2014), there are various procedures or processes that are

associated with buyers’ behavior. At the outset, the buyer or consumer attempts to discover

what products he might want to expend and at that point, he picks just those products that

has essential use to him. The consumer estimates his money which he can spend choosing.

Lastly, the consumer separates the general expenses of the items and takes the choice about

the items he should be buying. Meanwhile, cultural, personal, social and psychological are

four factors that influence buyers’ or consumers’ behavior.

First, cultural factor is important when trying to understanding the particular needs

and habits of a person. Basically, the part of every society and is the significant reason for

one’s needs and behavior is his/her culture. The culture’s impact on purchasing conduct

varies from every country. According to Rani (2014), all through an individual’s existence,

there are a lot of people who can influence him like his family, his friends, his society who

will teach him values and preferences in his life.

A person’s groups, family, status and role are examples of social factors. This

clarifies the outside impacts of others on one’s buying decisions either directly or indirectly.

This factor is among the most influencing factors affecting a consumers’ behavior

essentially. An example of this is reference groups which are characterized as those people

that might give direct advice to an individual about his behavior, way of life, or even his

disposition as a consumer. The impression that the individual has of himself as well as his

behavior also is an impact of reference groups (Rani, 2014).

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Bachelor of Science in Accountancy

Variables such as a person’s age, work, economic circumstances, identity, habits and self-

concept are part of personal factors. According to Kotler and Armstrong (2010), consumers'

behavior in purchasing of products change depending upon age or their lifestyle. An

example of age related variables are taste in food, preferences in clothing, and leisure.

There are four classifications in psychological factors which are observation,

learning, motivation and beliefs and attitudes. So for instance, when a consumer who has

different sort of needs like hunger or thirst and that particular need can be aroused when

alters a motive and this motive is essentially a need that would cause an individual to look

for fulfillment (Rani, 2014).

Factors such as cultural, social, personal and psychological strongly influence

consumers’ behavior. These factors that influence consumers to buy online can cause to

build up product preferences. Understanding the impact of these factors is essential so that

strategies in marketing can be improved to appeal to the preferences of the consumers.

• Advantages of considering the different factors that influence Filipino

consumers to shop online to the marketers, entrepreneurs and businessmen.

Voicu (2013) stated in his research that information is one of the most significant

resources that an organization or business must have. Knowing and considering the various

components that impact buyers to shop online and their preferences can profit a great deal to

the online marketers, entrepreneurs and businessmen. Some information is covered up in the

brain of the consumer, as in the case of information about buyer's behavior. In spite of the

fact that it appears to be a concept difficult to grasp, it was demonstrated that consumer

behavior can be viably measured and their research can give a more profound

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Bachelor of Science in Accountancy

comprehension of the decisions that buyers make when deciding to select a product against

another and when choosing to proceed in time the relationship with one supplier.

The elements that influence shopping behavior of buyers online is one of the factors

that should be considered when distinguishing the strong and weak points of the

competitors. By estimating these when completing a publicizing effort, the transmitter may

assess its success or failure. This may likewise establish the topic of a review providing data

which can be a significant method for expanding the sales volume up to the maximum limits

of market possibilities. Marketers, entrepreneurs, and businessmen who continually improve

techniques based on these factors accomplish an inevitable increase in profitability and

market share (Voicu, 2013).

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Bachelor of Science in Accountancy

Conclusion:

More and more people say that they prefer online shopping because of the many

advantages such as convenience, time-saving, and product variety. The behavior of Filipino

consumers towards online shopping and the factors that influence them to shop online affects the

marketers, entrepreneurs and businessmen about their strategies towards online marketing. Filipino

consumers have a unique buying routine as a way of life. There are different factors such as

personal, social, cultural and psychological which can greatly affect a consumers’ behavior. These

factors that greatly influence consumers to buy online can cause to build up the product

preferences of consumers which can help the marketers, entrepreneurs and businessmen to lead to

an inevitable increase in market share and profitability. Therefore, having knowledge about the

consumers’ behavior and factors affecting them are beneficial to the marketers, entrepreneurs and

businessmen in the online shopping world.

NO. OF WORDS: 1409 words

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Bachelor of Science in Accountancy

References:

Literature

Chisnall, Peter M. (1994), Consumer Behaviour, 3rd ed., McGraw Hill Book Company: London, pp

168-170.Retrieved from https://www.mheducation.com/highered/category.10366.consumer-

behavior.html?page=1&sortby=relevance&order=desc&bu=he

Kotler, P. & Armstrong, G. 2009. Principles of Marketing. Pearson Education. Thirteenth Edition.

New Jersey. Retrieved from https://www.pearson.com/us/higher-education/product/Kotler-

Principles-of-Marketing-13th-Edition/9780136079415.html

Kuester. (2012). Strategic Marketing & Marketing in Specific Industry Contexts, University of

Mannheim,110. Retrived from http://www.sciepub.com/reference/205492

Articles

Castillo, F. G. (2018). Consumer Buying Behavior: The Multicultural Influence in the Philippines.

The International Journal of Business Management and Technology, 2(2), 71–75. Retrieved

from http://www.theijbmt.com/archive/0920/844974745.pdf

Rani, P. (2014). “Factors influencing consumer behaviour “ Institute of Law Kurukshetra ,

University Kurukshetra , India Int.J.Curr.Res.Aca.Rev.2014;2(9):52-61. Retrieved from

http://www.ijcrar.com/vol-2-9/Pinki%20Rani.pdf

Voicu, M. C. (2013). Characteristics of the Consumer Preferences Research Process. Global

Economic Observer, 1(1), 126–1 Retrieved from

https://econpapers.repec.org/article/ntuntugeo/vol1-iss1-13-126.htm