Income Range and Social Class – represent the purchasing power of the market or

the ability to buy the entrepreneur’s product and service.

Three primary social classes exist in the Philippines: the low-income class, the
middle-income class, and the high-income class. The middle-income class is
divided into three clusters, the lower middle-income class, the middle-middle-
income class, and the upper-middle-income class.

Note: Data from the Philippine Statistics Authority. To provide updated and
accurate information that better reflects the present situation, the income
computation is based on the current poverty threshold.
The latest Family Income and Expenditure Survey[1] by the Philippine Statistics
Authority (PSA) shows that the majority (58.4%) of Filipinos belong to the low-
income class, while the middle class comprises around 40% of the population.
Only 1.4% fall in the high-income class.
The Philippine Institute for Development Studies (PIDS), the government's socio-
economic policy think tank, notes that the low-income class has a bigger share of
the population because they tend to have larger families than other social classes.
The middle class is further classified into lower, middle, and upper-middle-income
classes.

In between the poor and the middle class is another social class called the low-
income class—they're not middle class but not considered poor.
And then there's the upper-income class in between the middle class and the rich.
Although people in this social class make six-digit figures monthly, they're not
considered among the elite group of the wealthiest in the Philippines.
For policy-making and public service purposes, the Philippine government looks at
the per capita income (about the poverty threshold) to classify the income level of
its citizens and assess their standard of living.
The current average estimated poverty threshold in the Philippines is ₱12,082,[2]
which is the minimum amount a family of five needs in a month to buy their basic
food and non-food items. If your family income is higher than the poverty
threshold, the government doesn't consider you poor.

Gender and Age Group – life cycle and gender influence buying habits
1. It’s all in the brain: Men on a mission, women on a journey. in the context of
shopping, this different brain structure leads to men tending to be mission-
and task-oriented shoppers while women are more likely to be discovery-
oriented shoppers who readily adjust their initial goals if this would result in
a more satisfying outcome.
2. Men’s motives for shopping appear to be more utilitarian, whereas women’s
shopping motives tend to be hedonic
According to The Mediterranean Journal of Sciences (2017), research shows
that customers have a range of underlying motivations triggering their
shopping behaviors, but there are essentially two types of shopping motives:
Utilitarian: The conscious pursuit of an intended consequence. Essentially,
meaning you’re shopping “to get something done”.
Hedonic: Related to intrinsic and emotional responses. In other words, you’re
shopping because you love it.
Men tend to follow a utilitarian, more logic-based approach. You need to tell them
why they should buy your products and why it makes sense for them to purchase
them. Get to the point quickly, focus on the products, and use active statements
that demonstrate value.
Women are mostly hedonic shoppers. To reach and engage women, you will have
to create emotive shopping experiences that resonate with them. A purely
functional approach can fall flat pretty quickly. Women want to know more about
you, your brand, the lifestyle you sell, and how your products are going to make
them feel.
3. Women make decisions on a more emotional level, whereas men approach
decision-making with facts and data
Once a consumer recognizes the need for a certain product or service, information
needs to be gathered and processed to evaluate alternatives. Research shows that
men and women differ dramatically in their strategies for information processing
and decision-making.

Women tend to be more comprehensive and take both subjective (customer

reviews) and objective information into consideration, while men tend to favor
objective information (make, model, speed, etc.) over subjective information.
This doesn’t mean that men don’t value the opinions and experiences of others, but
rather that their approach is different: While men use the experiences of others
with a product they’re interested in to form their own opinion, women would want
to know the reasons and motivations to understand why others purchased an item
and whether their situation is comparable, before considering it in their decision-
making.
Age is very important to let a person decide the way he/she wants to buy a product.
Age affects physical capabilities, wisdom, experience, and spending capability, and
these, in turn, affect buyer behavior.
A child usually doesn’t think much about where to buy his products from or when
to buy them. The child is usually directed by his family about his decision of where
to buy and when. A child doesn’t necessarily buy goods for his needs. The
products which please him/her are purchased and thus, the larger share of
responsibility for purchasing lies with the family.

Teenagers and adults have total discretion to decide on their purchases by

themselves. Be it the shopping destination, the time to purchase, the method of
payment, or whether to buy or not. The entire process is completed by them on
their own and their age affects their purchase decisions a lot.

Lastly, older society individuals are a little dependent on their families again for
their purchase decisions due to a lack of physical and economically independent.
Their needs are fulfilled by the way it is found suitable by the people around them.

Therefore, we can see that age affects the purchase decision as well. This important
step in the buying process is greatly influenced by the age o the buyers.