THE FILIPINO CULTURE OF TINGI A Descriptive Paper Presented to the Faculty of College of Arts and Sciences University of the Cordilleras In Partial Fulfilment Of the Requirements of the Course English 2 11:45 – 1:10 TTS 1
THE FILIPINO CULTURE OF TINGI
A Descriptive PaperPresented to the Faculty ofCollege of Arts and SciencesUniversity of the Cordilleras
In Partial FulfilmentOf the Requirements of the Course
English 211:45 – 1:10 TTS
By
Anna Mae Catabay GacutanDecember 2012
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TABLE OF CONTENTS
TITLE PAGE……………………………………………………………………………………………………………………………1
TABLE OF CONTENTS…………………………………………………………………………………………………………2
RESEARCH OUTLINE……………………………………………………………………………………………………………3
INTRODUCTION………………………………………………………………………………………………………………………5
BODY……………………………………………………………………………………………………………………………………………9
Tingi in the Philippine Economy………………………………………………………9
Filipino Character and the Beginning of Tingi…………………11
Filipino’s Current Conditions and
Tingi’s Popularity………………………………………………………………………………………15
The Impact of Tingi on Manufacturers…………………………………………17
Benefits of Tingi on Consumers…………………………………………………………20
Consumers’ Cost, Manufacturers’ Benefits………………………………23
CONCLUSION……………………………………………………………………………………………………………………………28
REFERENCES……………………………………………………………………………………………………………………………31
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RESEARCH OUTLINE
Thesis Statement: While both buyers/consumers and
manufacturers believed they both benefit from tingi culture,
consumers focused on maximizing their limited budget through
buying tingi while manufacturers continue gaining profit due
to increasing market demand.
Statement of Purpose:
1. What is the nature of tingi?
2. What Filipino character or values cause the emergence
of tingi and its popularity?
3. What are the impacts of tingi to consumers and
manufacturers?
I. Introduction
A. The nature of tingi
B. History of tingi
C. Types of tingi
1. Sachet packaging
2. Pira-piraso (selling by piece)
3. Tumpok-Tumpok (selling by small pile)
4. Pahulugan (instalment)
II. Body
A. Tingi in Philippine economy
B. Filipino character or values that cause the
beginning of tingi
1. Ancient/Indigenous Filipino character/values
2. Current Filipino character/values
a. Creativity
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b. Adaptability
c. Endurance
C. Filipino’s current conditions causing tingi’s
popularity
1. Decreasing purchasing power
2. Coping with the status quo
3. Thinking ‘small’ perspective
D. Impacts of tingi on manufacturers
E. Advantages of tingi on consumers
F. Disadvantages of tingi on consumers
III. Conclusion
A. Summary
B. Findings
C. Recommendations
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INTRODUCTION
The Nature of Tingi
Tingi (piecemeal) is not a new idea in the Philippines.
This packaging a la Liliput has been used to target the
household consumers. All over the country, each
neighbourhood has sari-sari stores in every possible corner
where customers can buy a pack of coffee good for one cup
serving or a sachet of shampoo enough for one bath. Stalls
at the wet markets also have a system of repacking in
smaller quantities - one peso for a piece of tomato, three
pesos for a tablespoon of pepper, etc.; every possible food
item that buyers can think of, they can purchase it in
smaller quantities. In fact, food items are the most popular
candidates for tingi. And the list continues to grow, from
toiletries (a sachet of shampoo) to school supplies (a piece
of yellow pad paper) and even cell phone loads (Unlitext,
Alltext20, and Sulitext10). Interestingly, tingi culture
became part of Filipino’s everyday life.
History of Tingi
Tingi came from two words – konting hingi (ask for a
little amount). Based on history, konting hingi started in
barter, the common form of trade back then. In this trade,
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the exchange of goods is necessary as there is no currency
available yet. During the exchange, each participating side
would ask for a little bit more than the actual value of
their goods. In this case, both would give a little bit more
in order to create a better relationship with each other for
future transactions. Then the currency was introduced
together with the method of exact measurement. The goods
were priced based on their sizes or weight. Because the
goods were measured, those bits and pieces that were given
for free as part of konting hingi, were eventually priced.
Types of Tingi
There are four different types of tingi that Filipinos
get across with day by day. These are the following:
First is sachet packaging. These are food and non-food
items that are packed in smaller sizes. The packaging
material is usually made of plastic so it is very light.
They are cheap to buy, ranging from Php5.00 to Php10.00.
There are a variety of products to choose from; it is even
harder to think of an item that is not sold in sachet in the
Philippine market.
Next type of tingi is pira-piraso (selling by the
pieces). This method caters to both food and non-food items
too. Consumers can buy things by piece or two depending on
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their budget – a stick of cigarette or a clove of garlic.
These are sold in the sari-sari store and the stalls in wet
markets.
Then there is tumpok-tumpok (selling by the pile,
another way of selling tingi. This applies to food items
only like fruits, vegetables or small shrimps. The produces
are arranged in small piles or tumpok and sold at affordable
prices. Usually the average market goer buys these goods
because it is easier to estimate the amount needed for the
size of the family.
Finally, the last type of tingi is pahulugan
(instalment). Goods that do not fit an average family income
when purchased in one ‘big-time’ can now be afforded when
paid in instalment.
With all these details about tingi the researcher sees
how the uniqueness of this culture defines the Filipino
Character and values. Because of its distinctness to the
Filipinos, the aim of this paper is to analyze the impacts
of tingi to both consumers and manufacturers. Most Filipinos
lack the capacity to purchase goods beyond their budget and
tingi serves as a bridge between the consumers and the
goods. And the manufacturers provide the opportunity for the
buyers to purchase items at a lower price and smaller size.
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However, looking on a different aspect, tingi may seem
as only beneficial to the manufacturers alone at the
consumers’ cost. This paper then will weigh both sides and
prove that while both consumers and manufacturers believed
they benefit from tingi culture, consumers focused on
maximizing their limited budget through buying tingi while
manufacturers continue gaining profit due to increasing
market demand.
BODY
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Tingi in Philippine economy
Tingi, for Filipinos, is the very smallest degree of
retail (Joaquin, 2004). This unique Filipino culture
astonishes foreigners in the Philippines because, perhaps,
this is the only country in the world where people buy and
sell in pieces. Almost every Filipino buys tingi. In fact,
the 2012 data from Nestle, a company known for selling food
items, states that 40% of their products are sold in tingi.
This shows an undeniable presence of tingi in the
Philippines creating a relationship between the consumers
and manufacturers. This relationship continuously grows,
leading to the emergence of two types of economy which
Filipinos are known for, the ‘sachet economy’ and ‘informal
economy’. Because these ‘economies’ is what a typical
Filipino usually get to experience daily, it is good then to
describe each type.
A sachet economy is a form of marketing where goods are
sold in smaller quantities (Romero, 2004). Orders come bit
by bit as these goods, which are usually sold in bulk, are
packed in smaller portions. Big manufacturers such as
Procter and Gamble (Tide, Downy, Safeguard) and Robina Foods
(Lucky Me Noodles, C2 Green Tea) to name a few, participate
in this form of economy. A recent study from Synovate Global
Omnibus (provide description) revealed that 90% of Filipinos
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buy items in sachet sizes, including non-food goods such as
shampoo(90%), toothpaste (47%) and detergent (13%) (2005).
And the former Department of Trade and Industry Secretary
Mar Roxas shares the same view. In 2004, he said that
because of sachet economy, Philippines have become one of
the world’s biggest markets for goods sold in tingi, earning
itself the nickname, ‘the sachet economy’.
Aside from being the sachet economy, tingi, is also a
part of the informal economy. According to Sicat (2011),
The informal economy is a collective term for many
low-productivity transactions in the economy. The
prices of services and the rules of doing business
transactions are not governed by rules determined by
law and public policy. The transactions happen through
personal dealing among participants. There is a small
amount of products and it is still divided in smallest
portion possible for easy disposal.
In an informal economy, the manner of doing business is
outside the laws governing the country. A more common term
used is ‘underground economy.’ For example, if Mang Berting
decides to sell the fruits of his mango tree, he just needs
to place a sign at his gate stating what he is selling
(mango) and how much would it cost. It is informal since he
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doesn’t need to rent for a pwesto (space) in order for him
to sell. And he can skip paying taxes too unlike his large
store’s counterpart thus, making his business outside the
law. In this informal selling of goods, tingi culture can
also be observed.
Aside from being the sachet economy for big companies
who follow the regulations stated by the Philippine Laws,
tingi culture is a part of informal economy. Here’s how:
Those who cannot find a livelihood as part of the organized
economic activities often end up as participants in this low
income sector (Reyes, 2000). The vendors of tumpok ng
kamatis (pile of tomatoes) or a piece of atis became
merchants selling, without restrictions, marketable produce
in smaller quantities so that the buyers can afford them.
Filipino Character and the Beginning of Tingi
Determining the Filipino character/values in the past
and today helps identifying the cause of tingi’s emergence.
Historically, tingi is part of the Filipino’s
indigenous character/values. According to Nick Joaquin,
(2004), the value of thinking small from our indigenous
roots started the tingi culture. During the indigenous era,
before the Philippines was colonized by Spaniards and
Americans, ancient Filipinos lived in a small community or
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balangay consisting of 30 families. The communities aim is
to provide the basic needs of its members like food, water
and shelter. And with such small number, it became easier to
manage the resources and live by the indigenous perspective
of ‘kumuha lang ng kayang ubusin’ (take only what you can
consume). The Filipino ancestors then would hunt only for
their family and communities consumption. For example, three
pieces of fish or a bunch of banana was enough for a family
of five, therefore when they gather food; they wouldn’t take
more than that amount. This was the indigenous practice that
gave rise to the culture of tingi. No one takes more than
what they can consume because everyone’s aim was to satisfy
the physiological needs of the individual and the community
as a whole. However, when the Filipinos were colonized by
Spaniards and Americans, they were introduced to foreign
perspective of ‘tubo’ or profit and ‘sobra-sobra’ or
excessive. Currency and trading arrived and the Filipino’s
aim was no longer to supply the basic needs, it was to gain
profit. Nevertheless, the indigenous practice of consuming
in tingi remained despite the change of perspective.
Together with the indigenous Filipino value system,
current Filipino character also helped in establishing the
culture of tingi. These are creativity, adaptability and
endurance, which are also considered as Filipino Strengths
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(Enriquez, 1987). Adaptability is the great capacity to
adjust to circumstances. In the current economic situation
of the Philippines, 90% of the population belongs below the
middle class, the class D and E (A upper income; B upper-
middle income; C low-middle income; D low income; E
subsistence market). These are the members of the population
whose income is Php20, 000 per month or lower. This means
that most Filipinos with their limited budget, buying tingi
is their way to adapt and to satisfy their basic needs. One
Aling Maria, who earns Php150.00 a day, would only buy those
items that fit that amount. Therefore, in order for her to
buy the most possible variation for her money, she would
adjust and purchase food and non-food items in sachet to
guarantee her family’s survival for that day.
Creativity is another current Filipino character that
built the culture of tingi. Filipinos showcase this through
improvisation. This can be observed in sari-sari stores and
wet markets all around the Philippines. When a sari-sari
store owner buys a gallon of cooking oil, he/she would find
a way of disposing the product instantly. So he/she would
divide the cooking oil in smaller portions allowing his/her
customers to have a ¼ cup for Php5.00. One can notice this
creativity in wet markets too. Vendors would separate 2
kilos of onions and sell them in tumpok-tumpok or pira-
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piraso. Dividing large items in smaller quantities would
guarantee that these items are abot-kaya (affordable)
therefore more customers have the capacity to buy them. And
more customers mean more profit.
When Filipinos make do what is available in the
environment, this is endurance, another current Filipino
character that maintained the existence of tingi. This
character is depicted through the ability to survive amidst
the current impoverish status of the Philippine economy. In
this economy, aside from having majority of the population
that lives on a limited or most of the time insufficient
budget, the prices of commodities increased over the years.
Faced with this crisis, Filipinos budget their money to
maximize the items it can buy (Aldaba, 2011). Tingi culture
does make available a variety of necessities in smaller
amounts to fit a typical Filipino budget. And together with
the value of creativity and adaptability, endurance helps
the Filipinos carry on and survive the current situations
they come upon.
Filipino’s Current Conditions Causing Tingi’s Popularity
The presence of sachets and tetra packs is inevitable
to the local market. Coffee, toothpaste, sugar - these are
sold at large supermarkets down to the sari-sari store.
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Items like the fabric conditioner that were before sold in
their standard sizes can now be purchase in sachets. Every
imaginable product there is are now fast becoming sachet-
driven because more and more consumers continue patronizing
these tingi items. The result of the survey conducted by
Synovate agrees to this; the most successful product that
gained popularity in consumers in terms of TV product
placements were hair products that can be purchased in
sachet. No wonder why L’oreal, a known regular-sized and
expensive shampoo, commenced on micro-repacking just this
year.
With this significant increase in the success of tingi
on consumers, this paper would not only determine the
Filipino character causing the surfacing of tingi but also
the current Filipino conditions that were responsible for
the tingi’s fame. There are three factors responsible for
the consumer’s obvious preference of buying tingi. First, is
the decreasing purchasing power of the class D and E
consumers. Economies like the Philippines adopt a sachet
economy because of the inability to allocate more money for
the regular sized items (Lingbaon, 2011). In a country where
majority of the population is below the middle class, people
buy tingi because their household budget is limited. They
live by the day, this means they only purchase what they can
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consume or sometimes even less since that is the most that
their budget can afford or simply ‘pagbili ng ayon sa
makakaya.’ For instance, if Mang Pedro earns Php200 per day
for his family of five, buying a 200 ml bottle of shampoo is
illogical. It would eat up almost half of his budget and his
family will not only need shampoo for the rest of the day.
He still needs to allot money for food, transportation, and
bills, expenses that are more necessary than a regular sized
shampoo. He will then find a way of spending his Php200 in
such a way that all his family needs are met. Those she will
select the smartest choice, that is, to buy in tingi. Not
only that this option will meet his family needs in smaller
portions, but also might allow him to even set aside a
little something for savings.
Another current Filipino situation is tingi as a
mechanism in coping with the status quo. The prevailing
status quo in the Philippines is to ‘live’ like the middle
class or even higher. Buying in sachet then is a good coping
strategy; it provides a taste of a middle class life, only
in smaller sizes. Cosmetics, birth control products, and
medicines which are expensive in their regular sizes and can
only be acquired by the middle class and higher, are sold in
tingi offering the lower class a glimpse of the status quo.
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Tingi culture allows the lower class to experience what it
feels to be prosperous once in a while.
And lastly, the ‘thinking small’ perspective
contributing to tingi’s growing popularity. According to
Nick Joaquin, “The difference is greater than between having
and not having; the difference is in the way of thinking.”
(2004). He means that scarcity of budget or poverty is not
the cause of tingi’s fame in the Philippine market. It is
because Filipinos are accustomed to thinking small, of
thinking petty. What may have affected this perspective is
the indigenous habit of the Filipinos. Going back to
history, everything operated in a micro-scale - the nipa
hut, the barangay, the miniature artifacts. Hence, now,
Filipinos buy small and sell small and the cycle continues.
The Impact of Tingi on Manufacturers
In the Philippines, its unique retail structure has
fuelled to move toward smallness (Chua, 2005). Sari-sari
stores account for nearly 90% of the country’s total retail
outlet. The presence of both the sachet economy and the
informal economy can be seen from large supermarkets down to
the neighbouring sari-sari store. And these retail outlets
continue to grow carrying ubiquitous sachets and bits and
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pieces. With such growth, tingi made two major impacts on
manufacturers: It provided the manufacturers a wider market
and increased in profit. Here’s how.
Tingi culture provided the manufacturers a wider
market. The 2011 AC Nielsen survey results agreed to this.
Based on the result, lower class earning less than Php20,
000 a month which comprises 80% of the population, would buy
on a need basis, mostly in small-sized packs. Adding on this
pool of regular customer is the middle class. Despite having
the capacity to purchase in bulk, 100% of them purchase
tingi too for other reasons. This swelling in population of
tingi’s buyers created a larger opportunity for the
manufacturers to market their products.
Having a wider market now leads to profit, another
effect of tingi on manufacturers. At first glance, one can
say that bulk sized item offer more profit than sachets,
that, makes more sense. However, though it is true that
Filipinos in class D and E or the lower class buys in
smaller volumes, their huge number compensates for it. Also,
much less consumers buy products in their accustomed sizes
because they (the products) became unaffordable due to
constant price increase. So, the manufacturers brought the
products back within the reach of the consumer budget
through tingi sizes. This was the manufacturers’ way of
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making possible the consumer’s continues access to commonly
used products during times of economic stress (Romero,
2004).
To maintain the flow of revenue, millions of
manufacturers budget are spent on advertising in mass media
like newspapers, billboards, radio and television. This
increase in profit impact on manufacturers is proven by data
from Unilever and Procter & Gamble (P & G), two of the major
producers of goods in the Philippines. According to
Unilever’s Vice-President for Corporate Planning Chito
Macapagal, 70% of their sales were from sachet market.
That’s 70% of Php30 billion, or Php21 billion pesos three
years ago. And their rate increases every year. And P &
experience the same trend. According to their 2009 data
released on Asia Pacific Journal of Marketing and Logistics,
Vol.23, 100% of their products are marketed in sachet
contributing to 60% of their total income for that year. In
just their shampoo business alone, 68% of their sales were
generated by sachet (Sy-Changco, 2011). According to P&G’s
Marketing Manager Nicole Villarojo:
For the company, sachet marketing has become a
“point of parity” or standard that all players have to
conform to in this country. Decades of its presence in
the country have evolved a system of approval and
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execution of the local office recommendations to the
headquarters to adjust to the local markets, especially
the bigger D and E class.
In a wider market equipped with advertising strategies,
manufacturers continue to cater their customer’s needs
through sachet marketing. It is through sachet marketing
that they can be assured of continues customer loyalty and
profit.
Benefits of Tingi on Consumers
From a bulk buyer stand point – buying in tingi is a
waste of money. Logically, buying a stick of cigarette would
cost more than buying it in a pack of 20’s. But for constant
tingi users, it provides a better option for their tightly
held budget.
When the Soap and Detergent Association the Philippines
was asked why sachet is a better option when in fact a
consumer doesn’t save at all, they answered, “The
introduction of sachets (tingi) has made quality products
that offer hygiene benefits accessible to the poorest part
of the population.” Their answer was implied but very clear
in essence; buying sachet is clearly expensive but everyone
can afford it.
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Indeed, a sachet economy does make available a variety
of necessities (Dumlao, 2005). That’s one of the
advantageous impacts of tingi culture on Filipinos and their
least spending power. Tingi culture produces goods that can
be divided in usable portions such as a sachet of toothpaste
or four cloves of garlic which suits even the modest budget.
There is another advantage of tingi culture –
affordability. Consumer products in their standard sizes
became out of reach for most consumers (Simeon, 1999).
Because of this, consumers opted to purchase items in
smaller quantities and in lower prices.
Besides affordability, practicality is another positive
impact of tingi. This applies in two ways. First is storage.
“There is no need to look for storage containers or location
as the product is consumed in one use” (Calooy, 2011). Also,
toothpastes, soaps, and shampoos that come in sachet can be
easily packed when travelling. Then from a potential first
time user, small quantities offer a chance for product trial
without committing too much from a limited budget (Dumlao,
2005). A good example of this is when consumers want to try
a new brand of shampoo. Since the shampoo is in sachet, they
would only spare a bit of their money, around Php4.00, for
one pack, just enough for them to distinguish the brand
difference. In case the newly tried shampoo’s result turned
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bad, the regret on the consumers’ part would be far less
than if that shampoo was purchase in a larger size. That is
because they just spent a little amount on sachet than if
they spent a larger amount for the regular sized shampoo.
Convenience is the last benefit the customer gains from
tingi culture. Sari-sari stores which carry most of the
basic needs of the Filipinos account for nearly 90% of the
country’s total retail outlets. These outlets are present
even in poorer rural areas so consumers prefer buying from
them because of their accessibility. Sari-sari stores in
rural areas have everything, food and non-food items even
medicines can be purchased from them. Same thing happens in
the cities. If urban dwellers need a piece of sanitary
napkin, they will not waste their time going to supermarkets
or groceries they would just simply buy from the sari-sari
store across the street.
These advantages showcase the Filipino character
strength of adaptability (Andres, 1987). Filipinos learned
to attune their spending habit according to what is
available.
But these advantages are obvious, a point of view that
is very shallow and external. While this paper do not deny
the positivity that tingi culture brings on Filipinos, it is
22
just but proper to present the costs of a tingi, a sachet
heavy economy.
Consumers’ Cost, Manufacturers’ Benefits
The popularity of sachet products in the Philippines is
underpinned by the desire of consumer within the lowest
income brackets to glance at the same products that were
once available only to the well off. Consumers from class D
and E can now conform to the status quo, only, in smaller
quantities. Furthermore, to fuel the consumers’ craving for
middle class items, aggressive marketing strategies are used
to lure the buying public. Take a look at the advertisement
of pH Care, a feminine wash. The product claims of being a
basic need for women to feel fresh and comfortable daily and
that washing your genitals with soap and water is not
enough. A 200ml of pH Care costs Php189.00. The price is
steep for class D and E. So to make the product sound as a
necessity and cater a wider market, pH Care is now sold in
10ml sachet at Php8.00 retail price. Unilever employed the
most forceful form of advertisement: to make a product seems
like a necessity to guarantee purchases and offered the
product in tingi to increase its profit.
From a manufacturer’s perspective, this is fine. It is
how the marketing works, for the product to be recognized
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and to be sold. However, a problem rise when the
manufacturers gain benefits at the cost of the consumers
and the disadvantages that tingi or sachet economy gives the
Filipinos far outweigh its advantages.
The first disadvantage of tingi culture, particularly
the sachet economy is that, the same quantity of product
cost a poor individual more money than it does on a wealthy
person (Tolentino, 2012). Simply because buying in tingi
costs more than buying in bulk. Compare a sachet of shampoo
for 10ml that has a retail price of Php5.00 and its regular-
sized 200ml bottle for Php79.00. For consumers using the
10ml, they need to spend Php100.00 in order to reach the
200ml consumption. They ended up paying Php11.00 more for
the same volume. It really cost a lot more to purchase in
tingi than in regular size. “This sachet economy from tingi
culture is a vicious cycle – Filipino consumers have to
spend for those highly expensive tingi and never get to
save.” (Tanyu, 2012).
Secondly, tingi culture supports the profit-driven
perspective of the manufacturers at the expense of the
consumers (Chua, 2005). Consumers shoulder the cost of the
packaging not just the product. Separating the products into
smaller packages costs more money than bulk sizes. This
‘packaging cost’ is passed onto the consumers. Besides the
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cost of individual packaging, retail display is another type
of cost that is factored in to the price of the product.
Manufacturer and distributors spend money not only on
stragically visible display locations but also for the
product to be actually carried by the store, known as listed
(Dumlao, 2005). Being listed requires a fee and in today’s
competitive market, the display racks of each brand inside
the supermarkets are made wider and more eye-catching – for
a fee. These costs become included in the pricing of
products and the consumers unknowingly shoulder these costs.
The waste product from packaging material used in
sachets and items from the wet markets is another
disadvantage. Since more and more of the population use
sachet and plastic bags, more waste is generated. Plastic is
the dominant packaging material; it is light-weight and non-
biodegradable. Which means it would take 1000 years or more
for it to disintegrate. This continuous waste generating
activity poses a greater effect on the environment. Plastic
contaminates the water, blocks the drainage that prevents
flood and when burned, pollutes the air. This costs the
Filipinos their health in exchange of supporting tingi.
Lastly, a sachet economy is a “self-perpetuating cycle
that is most profitable where most of the population remains
poor” (Tanyu, 2012). The low income class stays large in
25
number and even widens because more member of the population
experiences poverty. This creates a system for greater
demand for sachet and this system is exploited by big
companies that profit from tingi culture. They prefer the
tingi culture, the sachet economy to stay because of revenue
(Tolentino, 2012). For the consumers, tingi is a ‘band-aid’
solution to patch the increasing poverty. However, what
tingi fails to address is the long term solution on how to
make the prices of commodities accessible to everyone, not
just for the middle class and above.
Tingi culture constructs an illusionary perception that
Filipinos purchasing power is not limited. That they are not
poor because they can still afford to buy (even in smaller
sizes). And that the Philippines economy is on its ‘best’
condition because all their basic, and not so basic wants,
are still available.
By looking at tingi in a broader perspective, the
disadvantages are compelling more than its benefits. This
culture benefits more the corporate entities that profit
from it and the consumers are on the losing end.
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CONCLUSION
Summary
Stating that tingi (sachet) as the main retail trade in
the Philippines is not an exaggeration. Tingi culture was
present even in ancient times and has evolved overtime. It
has its advantages and disadvantages on manufacturers and
consumers.
For manufacturers, tingi culture created a wider
market. Every product became sachet driven. Because of this,
27
increased in their revenue was guaranteed. It serves as a
bridge to bring the brands in the most number of consumers.
For consumers, its advantages are the following: It
brings out the most positive Filipino character like
creativity, adaptability and endurance. It is a mirror of
how the indigenous Filipinos manage their communities and
how they value every member. Also it proclaims the culture
of “di pagkuha ng sobra-sobra, para may matira sa iba” (“not
to take more than what is appropriate so that others may
have it too”).
On the other side the disadvantages includes the
following: First, buying tingi is more expensive. Then,
packaging material from tingi contributes to waste
generation. Also, the profit driven manufacturers benefit
more from tingi at the costs of the consumers. Lastly, tingi
culture, sachet economy in particular does not offer a long
term solution to the Philippine’s economic problems. Tingi
culture then only offers greater benefits on the
manufacturers.
Findings
These are the findings that the researcher found during
the course of research:
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1. Tingi culture portrays the indigenous culture that
Filipinos inherited from their ancestors. It is a very
positive culture because it inhibits the Filipinos to
ask more than what they need. Instead, it teaches them
to only take what they can consume so that others may
enjoy it too.
2. Tingi culture allows the current positive Filipino
character strengths to flourish. They use these values
such as creativity, adaptability, and endurance, in
order to get by.
3. However, no matter how it sounds, still the
manufacturers benefit from tingi culture at the cost of
their consumers.
Recommendations
The following are the recommendations for further study
or application in needed context:
1. Tingi culture on manufacturer’s point of view should be
known by the customers in order to weigh if buying
tingi is beneficial for them or not.
2. Use surveys and ask a specific group about tingi and
conduct a case study about their behaviour.
3. Filipinos should find ways to solve the long term
problems of poverty not by giving a band-aid solution
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like sachet economy and not on the expense of the
consumers.
REFERENCES
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Enriquez, V., & Pe-Pua, R. (1991). Sikolohiyang Pilipino. Quezon City: University of the Philippines Press.
Flores, W. (2007, March 6). Business Lessons from Mar Roxas: Sachet Economy. Philippine Star, p. B3.
Joaquin, N. (2004). A Heritage of Smallness: Culture and History. Manila: Anvil Publishing.
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Jocano, F. (1997). Filipino Value System: A Cultural Definition. Manila: University of Sto. Thomas Press Publication.
Simeon, S. (1999). The Neighborhood Sari-Sari Store. Manila: Anvil Publishing House.
Villanueva, N. (1975). Society, Culture, and the Filipinos. Quezon City: University of the Philippines Press.
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Dumlao, T. (2005). A Sachet Economy. Journal of Brand Strategy, pp. 22-28.
Olarte, A., & Chua, Y. (2005, August). Feast and Famine: Mini-size Me. Philippine Center for Investigative Journalism, Vol 7, pp. 12-14.
Sy-Changco, J., Pompitakpan, C., Singh, R., & Bonilla, C. (2011). Managerial insights into sachet marketing strategies and popularity in the Philippines. Asia Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 5, pp. 755-772.
Aldaba, K. (2011). Tingi Culture Within the Status Quo. Retrieved November 7, 2012, from http://www.scribd.com/doc/73664448/Tingi-Culture-Within-the-Status-Quo
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Lingbaon, A. (2011, July). Tingi-Tingi. Retrieved November 8, 2012 from http://theabidiaries.com/201/07/about-sa-ching-saching-its-about-tingi
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http://www.philstar.com/Article.aspx?publicationSubcaegoryID=66&articleID=671067
Tanyu, K. (2012, May 16). Once a month payday in the Philippines why not. Retrieved November 5, 2012, from http://opinion.inquirer.net/28737/once-a-month-payday-in-the-philippines-why-not
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