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Sociocultural

Filipinos have strong brand preferences but prefer convenient on-the-go foods over cooking. As the majority are middle-class, affordability is important to fast food popularity across all socioeconomic levels. Jollibee promotes Filipino values like family and fun, and their spaghetti and chicken resonate culturally as affordable favorites. While Jollibee supports education, their contractual employment was briefly controversial. Their social media ads and films are effective at engaging Filipinos who are highly active online. Population growth increases both customer base and family budgets, affecting spending habits, while some pursue healthier or cheaper lifestyles by avoiding fast food.

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Kenneth Christian Wilbur
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700 views1 page

Sociocultural

Filipinos have strong brand preferences but prefer convenient on-the-go foods over cooking. As the majority are middle-class, affordability is important to fast food popularity across all socioeconomic levels. Jollibee promotes Filipino values like family and fun, and their spaghetti and chicken resonate culturally as affordable favorites. While Jollibee supports education, their contractual employment was briefly controversial. Their social media ads and films are effective at engaging Filipinos who are highly active online. Population growth increases both customer base and family budgets, affecting spending habits, while some pursue healthier or cheaper lifestyles by avoiding fast food.

Uploaded by

Kenneth Christian Wilbur
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Socio-Cultural Aspects

1. Buying habits
 Filipinos are known to have their respective brand preferences, even though presented with
a promotional product.
 Mostly Filipino consumers prefer more “on-the-go” food, rather than cooking at home.
2. Social Classes
 Most of the Filipino families are classified as part of the middle class, thus the price range of
a fast food chain is an important factor.
 One can say that a fast food company has earned its reputation, when all the social classes
became loyal customers.

3. Ethics and Values


 Jollibee promotes good relationship and good family bond that depicts the Filipino ethics
and Values.
 Jollibee’s tagline “bida ang saya” reflects how the Filipinos are known for their cheerful
personality.
4. Cultural Preferences
 Filipino was known for their love for sweet-taste spaghetti in contrast to the traditional and
original spaghetti, thus Jollibee’s spaghetti became every Filipino’s favorite.
 There is a saying that Filipino’s cant live without chicken, aside from its rich abundant taste,
it is way cheaper than pork and beef, thus the love of Filipino’s for Jollibee’s main product.
5. Reputation of Company in the society
 Jollibee is known for their charities to the young minds of the Philippines, they support their
education thru charities.
 Although Jollibee has a good reputation in general, it once became controversial because
most of their employees, are purely contractual, thus some boycott Jollibee for that reason.
6. Social Media Influence
 Filipinos were tagged as one the most active citizen in social media applications, thus a
social media advertisement will be effective as a marketing strategy.
 Jollibee is known for there short films posted online, catching the attention of the Filipinos
who’s naturally into stories, it became a good way of advertising to them.
7. Population growth rate
 A high population growth rate means greater demand, but it also means a greater supply.
Population growth rate can give steady flow of customers
 A population growth rate can also mean a growing number in a family, thus a tight budget
can affect the spending activity of a family.
8. Lifestyle
 Some Filipinos nowadays opt to a healthy living wherein fast food products is not really an
option.
 Some Filipinos find spending in fast food product as a daily meal, luxurious, so they opt on
cooking a pack meal to save money.

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