The Filipino Buying Behavior in The New Normal

JOURNAL OF UNDERGRADUATE RESEARCH IN
BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output
Vol. 1 Issue No. 2 February – May 2022
The Filipino buying behavior in the new normal
Santiago, Deane Zeus R.

Email: Zeusph.santiago@gmail.com
Institute of Accounts, Business and Finance
Far Eastern University – Manila
This publication is licensed under a Creative Commons — Attribution-NonCommercial 4.0 International —

CC BY-NC 4.0
Website: https://wakelet.com/@BATamaraw252
Abstract:
The study is about small-scale research that focuses on the new behaviors of Filipinos in buying
products in the new normal (Covid- 19 Pandemic). The new normal is because of the Covid-19 pandemic
virus that has affected not only the Philippines but can also be felt around the globe in; which this has also
affected how we live on a daily basis which is, of course, buying necessary supplies such as food and
medicine to keep living such the consumers now buy in the online market and online safety stores the study
also uses Focus group discussion for the qualitative approach and non-probability sampling method which is
convenience sampling to have a conclusion on what are the new behaviors of consumers in the new normal.
Keywords: Filipino Consumer buying behavior; New normal Covid-19; Online shopping; E-market;
traditional shopping.
1. Introduction:
The start of the year 2020 was rough, especially when the world was shaken by the
covid-19 virus, which until now in the Philippines is still rampant and can be seen on the
news daily; with this, the study aims to understand the Filipino consumer buying behavior
in the new normal within the ages of 18 years old and above. Thus a recent study has taken
that in every era, there is a set of behavior among the different generations, which shows
different factors that influences these consumers to buy a particular product. With the
understanding of the consumer behavior, companies would be able to adjust and manage
this factors such as which products are being bought by consumers the most such as food,
medicine, clothes, and others more (Svadova, 2021).
Thus, a certain study suggests (Crosta, Et al., 2021) that the new normal of
consumer behavior has psychological factors that have affected buyers and that the
pandemic was not just a health crisis but has changed the way the whole way of life of
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consumers which has created new factors which are called Utilitarian Shopping which
means necessities products such as food, medicine, clothing, medical care while the other
is non-necessities which is called hedonic shopping which are different products such as
making impulse purchase of a product, jewelry, and electronics and other products more.
Based on the study, it has become a fact that because of the covid-19 virus, the consumers
will buy necessities and non-necessity products because of the emotions that they feel,
which are depression, stress, generalized anxiety, and others (Crosta, Et al., 2021).
Further, another study suggests that because of the impact of the covid-19 crisis on
the consumers, there is now a different motive and behavior towards them choosing
products to buy and consume daily based on (Vázquez Et al., 2021). There is now a motive
on what consumers will buy, which was already being done in the '70s with different
perspectives. Over time the Covid-19 new normal of purchasing items has given it a new
meaning which is safety based on the study (Vázquez Et al., 2021). most consumers now
make their purchases via e-commerce such as Grabfood, food panda, Lazada, and shoppee;
since the covid-19 has given countries restrictions, such as the Philippines wherein, they
have restricted dine-in in restaurants that every person should have a meter away for safety
purposes or social distancing.
Now, based on these different studies, the researcher has identified sets of the
problem which are is what are negative effects of the new normal among consumers due to
stress & anxiety, thus, are the downside of consumer buying in the e-commerce industry,
also the negative effects of impulsive buying in the new normal among consumers.
With this, the study would like to have a solution to these problems, which is to
better understand the effects of the new normal among consumers and how to cope with
the negative effects of stress buying, to also have a solution for the downside of buying in
the e-commerce industry on how they will fully adjust to its consumers. And last is how to
have a treatment in impulsive buying as the new normal among consumers.
2. Research Method:
In the qualitative approach, the study would also have 15 respondents and do FGD
(Focus group discussion) as our research design. Then the researcher would ask their
opinions on what e-commerce app they use, what are the factors they decide on in buying a
product, what are their behaviors in buying in the online market, and of course, how the
new normal has affected their buying preferences.
Further, the researcher also used 15 respondents based on a study (Interq,

2022). Those ten respondents, up to 30 respondents, are enough for a small-scale research
study that uses FGD (Focus group discussion).
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Thus, based on the study (Goldsmith, 2021). Framework analysis is a type of

thematic analysis that is inherently comparative in that it employs a defined system of
remote sensing applications and deductively derived motifs (— in other words, a structure)
to perform bridge assessment using a qualitative research method characterization and
abstract thinking. After this, the study would be doing sampling methods in quantitative
data, such as non-probability sampling.
For the sampling method, the study would be using convenience sampling since it
is a nonprobabilistic sampling method; it is a method of collecting participants that are
conveniently around the researcher (Edgar et al., 2017).
3. Results and Discussion:
After conducting the Focus group discussion with 15 participants, here are the
codes and themes that have been analyzed by the researcher. Thus, they have found out
that every question they have asked relates to their new behaviors as a consumer.
Table 1. Presentation of data analysis for research questions number 1 using codes and
corresponding descriptive themes.
Research Question 1 Codes Themes
1.Within the phase of the - Priority is medicine

new normal (Covid-19) how and food
do you decide on what - worries for the safety
products to buy?
and health of the
Prioritizing Safety &
family. product quality
Follow up question: what - taking care of mental
did you notice the health, and needs
differences between buying - limitation of
before and buying in the unncesesarry
pandemic? products
Based on a study (Nunes, 2020) about redefining the new consumer behavior of
prioritizing consumer priority around safety and cleanliness. that consumers are choosing
to be clean and being safe while buying in physical stores because of the covid-19
pandemic, which is why consumers nowadays often buy more in e-commerce or online
stores to not have contact with anyone that has the virus they also prioritize the cleanliness
of the product because they still want to sanitize it for much-secured safety since the
product was delivered to virus locations from the manufacturing site up to the retail store.
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Thus, a study by (Jezerc, 2018) about quality is more important than price study
wherein it had over 1000 respondents in the U.S that says the quality of the product has
more influence on them to buy that product because consumers prioritize how reliable the
product will be in the years of their consumption of it.
Based on the first question the researcher asked the respondents that in the phase of
the new normal (Covid- 19) how do decide on which and what are the products to buy?
And with this the 15 respondents created a theme of Prioritizing safety & product
quality they buy which they responded that they prioritize safety which among themselves
and the safety within their families since they have said to the researcher that because most
of them are an extended family which consist of 5 to 10 more people in one housing. they
also said product quality is what they have decide on what to buy in each product weither it
be food, medicine, or other products they will buy during the pandemic phase. And within
the follow up question they responded that they are now having worry on going out since
they prioritise safety which they have said they now mostly use onlince applications to buy
the things they need.
2. What are the new - No limitation in

behaviors you exhibit when buying unnecessary
buying in e-commerece products
applications during the
- Sketchy in trusting
pandemic? Worry if the product is in
the reviews from the good condition & trusting
online e-market online applications
Follow up question: what - Online buying has
are the applications or become an addiction
websites that you use when
buying the products that you
need?
Based on a study by (Nadvornik, 2018) about how shippers can relieve consumers'
delivery anxiety because of the downside of online shopping, such as having poor quality
in delivery service, which states that sometimes other products have become defective, and
the price of delivery sometimes increases.
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A study about how does digital marketing benefit consumers by (WebFX, 2022) is
because consumers trust e-marketing applications because it keeps them current on the new
products that can give comfort in their lives; these online applications also give
convenience and quick services for most of the time, and last it gives the consumer a 24/7
access in shopping rather than in traditional retail stores where there is a limited schedule
within the day.
Now on question two they were asked on what are the new behaviors they have
noticed when buying in the online applications to buy their products during the pandemic?
they were also asked on what are the websites and applications they used daily on buying
this product? which they have created a theme that is "Worry of the product good condition
& low prices is a must for products" because they stated that yes because of the pandemic
they have now different buying behavior such as worrying in buying certain products
online because before in traditional face to face shopping you will see the item and see the
quality and feel the product itself but in the online market sometimes their is worry in
buying products specially if they have a high price value.
Thus, they also stated that they choose the discounts or sale when buying products
specially in products that are with high quality. they also stated trusted applications such as
for products lazada, and shoppee, while for food app they stated that you can use food
panda or grab food.
3. how did the pandemic - Buying in the online

affect your choices in market became a
choosing a product in the habit
online market?
- Brand recognition is
important aspect
Follow up question what are - Priority is low-cost Brand recognition &
the challenges you have products of medicine Product Pricing
faced in the online market and food
when buying your products? - Worries for product
quality in online
apps if delivery is
delayed
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A study on value and convenience are a priority for customers by (Vendicia Team,
2016) that customers are prioritizing value or low-cost products because of the functions it
gives it also gives consumers different option or alternatives on what are the products to
choose from which also provide convenience that there is an alternative which has a low
price that has the same effects as other products with high value.
An article conducted by (Todaro et al., 2022) about brands are essentially patterns of
familiarity, meaning, fondness, and reassurance that exist in the minds of people, suggest
that branding is important since it gives the consumers the perception of memorable
impression such as what are the things expected of the business or company to give to
consumers such as quality, affordability, and trust the product.
Last in the question tree they were asked on how the pandemic affected their
choices in choosing products in the online market? which a follow up question what the
challenges are they have faced in the online market when buying a product.
The respondents replied that effect of the pandemic have caused them to choose only
trusted application or websites such as in question two which is Lazada. and shopee for
buying products, while you can buy food and deliver food at your home in food panda or
grab food. which they have stated that because these products give the most quality in both
products, and packaging. But the only problem they have faced mostly is if the product is
overseas the item that you have bought may have to come in delay in more than two weeks
or a month based on their experiences they also have reported that the most crucial thing
they have experienced in buying in the online market is defects withing the product which
most of the time based on their response that the product does not have warranty.
4. Conclusion:
So, the researcher has figured out on what has caused the different changes within
the consumer buying behavior in the new normal which is of course caused by the covid-
19 pandemic that started in 2020 and can still be seen and felt upon this year of 2022 this
include that the consumers new way of buying.
Such as because of covid-19 consumers at the first phase of covid they will focus
on buying necessary supplies and would by these products in the online market to ensure
safety, the study also found out that because of staying at home online buying has become
an addiction to new consumers and would regularly buy any product just because they are
on sale.
Thus, for future studies for this research are since it is a small-scale research study
the 15 participants feedback has, we suggest going from 30 participant to 50 in order to
achieve different perspective of participants.
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The study would also suggest having a mix approach using both qualitative and
quantitative approach finding out their gender, age, and occupation and income for
quantitative approach, and qualitative approach would use Focus group discussion.
5. Acknowledgement:
The researcher gives thanks to our research professor in this subject Marketing
channels, for guiding and teaching in this research journey. Far Eastern University and the
Institute of Accounts, Business, and Finance for allowing to conduct this small-scale
research study and providing us with invaluable support. The researcher is also grateful to
people who participated in the Focus group discussion.
The researcher would also like to thank his family specially the parents who have
supported unconditionally throughout the study.
Finally, the researcher wants to express his deepest gratitude to everyone who has
helped complete the study, directly and indirectly.
References:
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Mammarella, N., Palumbo, R., Verrocchio, M. C., Palumbo, R., & Domenico, A. D. (Aug, 16,
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JOURNAL OF UNDERGRADUATE RESEARCH IN

Vol. 1 Issue No. 2 February – May 2022