The document discusses several cultural characteristics of Filipinos: 1. Filipinos value status, family responsibilities, shame, and gratitude. Personal relationships are important in getting things done. 2. There is a tendency to prioritize friends and family (particularism) over national interests (universalism). 3. Traditional buying habits include patronizing single stores (suki), arranging goods in small groupings (tumpok-tumpok), installment plans (hulugan/paiyakan), and door-to-door peddling (lako) with negotiations for discounts (tawad).

1. Authoritarianism
= Filipinos are also inclined to status oriented
behavior. Feminine responsibility.
“Hiya”(shame). “Utang na loob”(debt of
gratitude). Amor propio (self-esteem)

2. Personalism-impersonalism
Personalism
• Attaches major importance to the personal
factor which guarantees intimacy, warmth and
security or kinship and friendship in getting
things done.

3. Personalism-Impersonalism
Impersonalism
• Refers to the tendency to eliminate the
influence of friendship or kinship in working
situation.

4. Particularism-Universalism
Particularism
• When a man’s concern is centered on sub-
groups comprising his
relatives, friends, colleagues, associate, religio
us affiliates or members of his ethnic or
regional group in the larger society to which
he belongs, He is particularistic

5. Particularism -Universalism
Universalism
• When his main concern is the advancement of
the collective or national good. He is
universalistic

6. Particularism -Universalism
Carrion (1973) discussed in his Marketing Imperative basic
buying and selling habits which are as follows:
• Suki = patronizing of one store instead of buying at
different store.
• Tumpok-tumpok = An arrangement of goods into small
groupings among small vendors in small markets
• Hulugan or Paiyakan = paying by installment
• Lako = Sellers carrying their wares and peddling from house
to house either in push cart, native basket. The
commodities vary from jewels, kitchen ware, fruits, meat
and clothing.
• Tawad = Asking for discounts which may range from 5 to
50%