Mini-Size Me: A Mixed Methods Study of Tingi Mentality of Consumers in Malabon City

Abstract

The study aimed to understand tingi purchasing behavior viewed from Filipino consumers’ perspective. It explored if there is an association among the consumers’ socio-economic status, tingi mentality and their self-esteem. Four hundred (400) residents from Malabon city were asked to participate in the study. After obtaining their informed consent, a pre-tested questionnaire that looked into their socio-demographic background, history, perceptions, attitudes and reasons for purchasing tingi products, with a scale that explored their levels of tingi mentality and self-esteem was administered. In-depth interviews with ten (10) survey respondents provided a richer information and holistic understanding of the dynamics of tingi purchasing behavior. A triangulation of statistical and qualitative techniques was then used to analyze the data gathered. The results revealed that ninety-six percent (96%) buy in tingi. Poverty is perceived to be the primary reason for the emergence of tingi purchasing in the Philippines. Affordability in terms of price was the foremost consideration, followed by accessibility in time and content sufficiency. Significant correlations were established among the variables of socio-economic status, levels of self-esteem and tingi mentality. In general, the respondents reported to have high levels of tingi mentality and self-esteem. Contrary to existing assumptions, Filipinos feel empowered and confident despite purchasing down-sized items.