According to a study done by Nielsen Philippines, business process outsourcing (BPO) employees in the Philippines collectively earning P250 billion per year are said to have changed the market trends in the country.
Stuart Jamieson, Managing Director at Nielsen Philippines, said the fact that BPO employees are earning more than the average Filipino generally influences the market. They are frontrunners in the growing middle-class population and are showing strong signs of purchasing power which is stimulating consumer spending.
Nielsenís Outcall study shows that BPO employees can adjust the way they spend to fit the demands of their job.
Jamieson then advised marketers and entrepreneurs to tap opportunities incited by this large market, one of which is by establishing shops near BPO offices. Examples of these would be fastfood franchises and convenience stores that are highly patronized by call center employees and night shift workers.
BPO employees were also found to consume processed and pre-packed food as it is accessible and can be quickly purchased. Other products include breakfast cereals, gum and hard candies, biscuits, and chocolates.
In the additional data used to complement Nielsenís findings, respondents said they prefer instant food because it can be prepared and consumed easily, whether they are at home or at the office. Candies and gum, on the other hand, help keep them awake during the wee hours of the night. Biscuits are consumed as fillers during breaks and long shifts.