This study examined the buying preferences of Filipinos in 2016 and 2018, for products coming from ASEAN countries and the United States of America, Japan, South Korea and China. The influx of goods from these countries compete directly with Philippine made products in the local market. The subject of this research were 1,101 consumers ( N = 1,101) from urban and rural communities in Metro Manila and nearby provinces.
The products and services were grouped into five categories (1) foods and beverages, (2) Clothes, shoes and accessories, (3) Cellular / smart phones, computers and electronic gadgets, (4) Films, videos, music, entertainment, and (5) Cars, motor vehicles. The respondents chose one of more of those products identified with the countries of origin. Each of these selection is considered in this study as an instance of buying preference. After thorough statistical tests of sample data gathered, the results of this study show the demographic data, people characteristics, consumer perception of affordability, quality, utility, availability and popularity that are related to or affected the instance of buying preference. The study also show time based patterns of buying preferences and causes of these, for each of the countries with respect to each of the five product categories. These may be key ingredient to new product designs or market strategies for Philippine businesses.
consumer preference, marketing, ASEAN, product positioning.