Consumer Buying Behavior: The Multicultural Influence in the Philippines

By studying the consumer buying behavior of customer, the marketers are able to find innovative and creative solutions in dealing with their target market. Understanding their wants and needs are just the first step of the process that leads to buying decision to brand loyalty. This paper provides an insight on the consumer buying behavior the Filipino style as influence by colonial and foreign consumerism. Philippines is a unique county because of its rich heritage and influence by many foreign imperialism. The study of consumer behavior helps businesses and organizations to improve their current marketing strategies by applying new and unique selling proposition. Filipino style remains to be a very challenging task to marketers because they are intelligent consumer who wants more value for their money and more savings at the end of the transaction.