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CHAPTER 2

REVIEW OF RELATED LITERATURE

What most astonishes foreigners in the Philippines is that this is a country,

perhaps the only one in the world, where people buy and sell one stick of cigarette, half

a head of garlic, a dab of pomade, part of the contents of a can or bottle, one single egg,

one single banana (Joaquin, 1970). In almost all sari-sari stores in our country, almost all

sari-sari stores use retail techniques either by takal (by measured volume) or tingi (by

piece, referring to the division of goods into quantities smaller than is usually available in

the marketplace. It may either by cigarettes sold by the stick, cooking oil by the cup, etc.

A recent survey by Synovate of consumer preferences, revealed on a paper by Malapit

(2007), reports that 63 percent of respondents bought items in tingi, with the majority

represented in the lowest income groups (D & E market segments). For middle-income

households, sari-sari stores are convenient sources of emergency and impulse goods,

whereas for low-income households, sari-sari stores as their extended pantry, getting

products they need at just the right amounts at the time they need it. According to

Pabico (2006), tingi has allowed cash-strapped consumers to continue buying items that

their shoestring budget could afford. Food and culture, undoubtedly, are intimately

related and mutually constitutive. It is often adduced that one can know a people by what

they eat and by their methods of food and preparation (Aguilar, 2005).

According to Global Online ACNielsen Consumer Survey (2006), beyond

convenience as their reason, one third cited that it is cheaper to purchase ready to eat

meals rather than buying all the ingredients and preparing from scratch. Same survey

found that 74% of consumers claimed that they didnt have enough money. The survey

was from a poll of 22,780 internet users in 41 markets from Europe, Asia Pacific, North

America to the Baltics.


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Meanwhile, regional data for Southeast Asia shows that the Philippines has one

of the highest incidences of poverty, with 15.5 percent of its population living below $1 a

day (Global Call Action against Poverty, n.d.). Poor Filipinos survive eating instant

noodles, which cost P5.50 a pack (Clemente, 2005). Some people would even consume

more than one instant noodle brand daily (De Guzman, n.d.). Additionally, according to

Ligan (2007), some families cant afford to eat three meals a day while others may have

enough budget but make wrong diet choices. It has also been noted that some families

frequently eat instant food, fast food dishes or oily food, which dont promote good

health.

In New York, consumers buy ready-made meals, liked the cooked food, because

there are quite a few people who dont have a chance to cook because they are busy

with work or they live alone (De Jesus, n.d.). In Thailand (Food Navigator, 2001), most

consumers want to save and prefer to buy and keep instant foods for consumption in

case of emergencies. Similarly, according to Asian Journal Online (2004), in a Philippine

survey, convenience, affordability and the increased incidence of working mothers have

made eating out, take-out and home deliveries more practical family choices than

cooking their own meals. Filipino food tastes good, but its a lot of work to make, and

you cant make it for just one or two people (De Jesus, n.d.).

Most of the food products commonly taken by the marginalized sector of the

Philippine society, particularly those in the depressed area, like sardines, instant

noodles,, are now fortified with micronutrients and have the Sangkap Pinoy Seal)

label. SPS is the official certification issued by the Department of Health (DOH), through

the Bureau of Food and Drugs (BFAD), that food products bearing the seal have been

fortified singly or a combination of the three basic micronutrients, namely Vitamin A, iron

and iodine (Gov.ph News, 2005). From chips to instant noodles to chocolate drinks,

labels have included the term fortified (Veneracion, n.d.). In Belgium, France and


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Germany during 2003, Knorr launched a new range of premium quality soups to address

consumers increasing concerts about nutrition (Unilever, 2003).


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BIBLIOGRAPHY

Aguilar, Filomeno V. Jr (2005). Rice in the Filipino Diet and Culture. Retrieved July 16,

2007, from http://www3.pids.gov.ph/ris/dps/pidsdps0515.pdf.

ACNielsen Survey (2006). Retrieved July 16, 2007, from

http://dk.acnielsen.com/reports/GlobalRTEReportDec06.pdf.

Asian Journal Online (2004). A Pinoy favorite gets exclusive treatment. Retrieved July

16, 2007, from

http://www.asianjournal.com/cgi-bin/view_info.cgi?code=00003873&category=HI.

Clemente, Cherry B. (2005). The Filipino Youth and the Struggle for National Freedom

and Democracy: What is to be done? Retrieved July 16, 2007, from

http://www.defendsison.be/pages_php/0511210.php.

De Guzman, Jin Paul (n.d.). Sealed Meals. Retrieved July 16, 2007, from

http://www.medobserver.com/sep2002/printable/sealedmeals.html.

De Jesus, Fatima (n.d.). Savoring the Past and Present. Retrieved July 16, 2007, from

http://www.newarkmetro.rutgers.edu/essays/display.php?id=14.

Food Navigator (2001). Consumer Demands New Flavours for Instant Food Market.

Retrieved July 16, 2007, from

http://www.foodnavigator.com/news/ng.asp?id=42436-consumer-demands-new.


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Global Call Action against Poverty (n.d.). Retrieved July 16, 2007, from

http://www.pcij.org/blog/wp-docs/gcap_policy_paper.pdf.

Gov.ph News (2005). Survey shows wider use of fortified foods in RP. Retrieved July 16,

2007, from http://www.gov.ph/news/default.asp?i=7973.

Joaquin, Nick (1970). A Heritage of Smallness. Retrieved July 18, 2007, from

http://getrealphilippines.com/agr-disagr/17-4-smallness.html.

Malapit, Hazel Jean (2007). The Filipino Sari-Sari Store. Retrieved July 18, 2007, from

http://www.aer.ph/pdf/papers/FilipinoSariSariStore_draft_HMalapit.pdf.

Pabico, Aleckz (2006). Mini-size Me. Retrieved July 18, 2007, from

http://www.pcij.org/blog/?p=568.

Unilever (2003). About Unilever. Retrieved July 16, 2003, from

http://www.unilever.com/Images/2003%20About%20Unilever_tcm13-5417.pdf

Veneracion, Connie (n.d.) Fortified junk food, etc. Retrieved July 16, 2007, from

http://www.manilastandardtoday.com/?page=connieVeneracion_sept07_2006

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