Pinoys value accessibility, trust when they shop



Three attributes came out as most important to Filipino shoppers when it comes to choosing retailing shops to patronize.

These are accessibility, trust, and distance.

Accessibility refers to the ease and convenience in visiting the store.  Distance has to do with the nearness of the store to the customers’ home.

These findings came out from a “Smart Shopper Study” conducted by the Kantar World Panel which looked into the attributes that consumers use in determining where to go to purchase their fast-moving consumer needs.

Kantar Worldpanel is the foremost leader in international consumer knowledge and insights based on consumer panels.

The Smart Shopper study reveals what customers think of the shopping destinations or retailers in the Philippines.

Other than trust, convenience and distance, other values considered important are:  satisfaction of needs, orderliness and store premises’ cleanliness and lighting.

Responses to the survey were gathered from questionnaires administered across 2,000 urban homes across the country.

The study also measured the decision making process shoppers go through when choosing a store to buy from.  These were measured in terms of awareness, proximity to one’s home or office, consideration for future visits, and the prob ability a retailers will be the next shopping desgtination versus actual times consumers visited the stores in the last 12 months.

Among the local retailers Mercury Drug, S M and Robinsons enjoy the highest awareness, the survey revealed.  In particular, Mercury Drug stands out in terms of accessibility, followed by Puregold and SM.

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