Identifying Shopping Problems and Improving Retail Patronage Among Urban Filipino Customers

  • Ben Paul B. Gutierrez U.P. College of Business Administration, Diliman
  • Kandiah Jegasothy Victoria University, Melbourne


This paper describes the common problems that urban Filipinos encounter while shopping for groceries in supermarkets. Store exit interviews with 500 customers were conducted to elicit reasons for retail patronage and shopping difficulties. Typical Filipino shopping problems are not markedly different from their Western counterparts. Implications on how to improve the shopping experience and retail patronage are identified for Filipino retailers.

Author Biographies

Ben Paul B. Gutierrez, U.P. College of Business Administration, Diliman
Professor of Marketing
Kandiah Jegasothy, Victoria University, Melbourne

Senior Lecturer, School of Economics and Finance, Faculty of Business and Law



Grocery shopping, retail patronage, shopping problems, customer dissatisfaction, Philippines