The 7 faces of the Filipino consumer

On the one hand, Lumen and her wais family (which includes her energetic mother-in-law) are the well-loved characters of one of the longest running advertising story lines for a detergent brand. On the other hand, they form one of the seven representative consumer segments, aged 13 to 50 from classes A to E, recently identified by the detergent brand’s advertising agency, Lowe Manila

"We chose the terminologies to be used to aptly describe the different kinds of people that thrive in the Philippines," said president and chief executive officer Mariles Gustillo. Aside from the wais or value for money city parents, which account for 32% of the consumer population, other segments are:

• the hopeful masa, 31.96%;

• the masikap humble achievers, 14.96%;

• the ulirang strivers, 13%;

• the Catholic school sosyal, 2.7%;

• the blue-blooded hacenderos, 1.7%; and

• the successful entrepinoy, 5.3%.

In the survey, 570 respondents randomly chosen nationwide were asked 100 questions on their beliefs, dreams and aspirations, how they seek to fulfill their dreams, and their views of global brands in relation to the same products made by their local producers and sold in their markets. Based on their answers, for example, blue-blooded hacenderos and masikap humble achievers are modern in their outlook and are more open to trying out new products and services compared to traditionalists such as Catholic school sosyals and ulirang strivers.

"It’s a helpful tool for marketers and promoters to reduce their marketing errors and to connect their messages with real audiences and not just market concepts," said Gustillo.

Regional

"Faces of the Philippines" is one of nine similar studies conducted by Lowe Worldwide across the region, including China. Lowe currently operates in 160 offices in 85 countries worldwide, of which 24 are based in Asia. It is ranked the fifth largest international agency group with billings of $12 billion. In the Philippines, it is, likewise, ranked among the top five advertising agencies.

"’Faces of Asia’ is particularly useful and helpful for Filipino and other global manufacturers wanting to expand to the Asian market. They will need to study the character and cultural nuances of each market and to attune their products to these markets, which the usual market studies involving demographic presentations and brand preferences cannot deliver," said Gustillo.

Although these are available at the company’s website, Lowe hopes to leverage on the studies and either strengthen existing relationships or develop new clients.

"Ideally, we are hoping companies will consult us about our survey findings and will eventually become our clients for our advertising operations. For those wanting to expand their operations in Asia, we can refer them to our colleagues in these markets," said Gustillo.