LIST: Pinoys use the Internet when buying what?
MANILA, Philippines - Filipinos are a picky lot.
Even in this day and age, no amount of electronic recommendation will sway them into buying a new product. Chances are, they will stick with brands and products that are already familiar to them or their family.
The latest Nielsen Global Survey of New Product Purchase Sentiment showed that 80% of Filipinos with Internet access would still rather buy products based on recommendations made by family and friends, co-workers, or a known professional.
"Introducing innovations on established brands that are already trusted by consumers can be a powerful strategy. Millions of dollars are being spent on new product innovation by manufacturers, yet two out of every 3 new products will not be on the market within 3 years," Stuart Jamieson, managing director, Nielsen Philippines said.
"To deliver successful new products, marketers and retailers should ensure that they uncover unmet consumer needs, communicate with clarity, deliver distinct product innovations, and execute an optimal marketing strategy," he explained.
But, Nielsen said, there a few exceptions. Filipinos regard the Internet as "very important" when they want to buy select products:
Nielsen data showed that respondents said the Internet is very or somewhat important when making a new product purchase decision for appliances (92%), electronics (91%), food and beverages (89%), personal health/over-the-counter medicines (89%), personal hygiene categories (88%), and hair care categories (83%).
"By focusing on unmet needs, creating a distinct solution, and developing a market-ready offer, marketers and manufacturers will create the best opportunity to ensure their product delivers on core demand and is ultimately adopted by consumers," Jamieson said.
"Developing a compelling new product is just a part of the battle. Ensuring that the consumers are aware of the product and can find it on store shelves is just as critical as coming up with that winning new product idea," he added.
The data for the Philippines were part of the Nielsen Global Survey of New Product Purchase Sentiment which surveyed more than 29,000 Internet respondents in 58 countries. It shows that brand familiarity is one of several key characteristics that resonate strongly with consumers worldwide. - Rappler.com