Sari-Sari Stores as Sustainable Business by Women in the Philippines

Abstract

This study examined the issue from the perspective of SDGs Issues of “Poverty” and “Women’s Independence”. In the world, more than 700 million people, or 10% of the population, live in extreme poverty, and nearly 60% of women work in the informal economy, which increases the risk of falling into poverty. Therefore, to grasp their actual situation and solve the problems, based on previous studies and the author’s field research, this chapter discusses the consumption activities of the BOP, which represents the base of the economic pyramid that constitutes the income bracket, as well as the sari-sari stores, a generic term for micro-retailers that play a major role in the Philippines. In addition, I took up Nestlé Philippines, San Miguel Brewery, and Yakult Philippines, which are manufacturers of processed beverages and foods, as examples of how manufacturers utilize the sari-sari stores in their business, and examined their channels and marketing strategies through the sari-sari stores. As a result, in order for companies to make profits targeting the poor, they need to devise ways to distribute their products to sari-sari stores, and sari-sari stores enable women to become economically independent, create employment for shopkeepers and vendors, and supply daily necessities.