Divisoria is widely recognized as a popular destination in Manila due to its extensive array of affordable merchandise, particularly during the holiday season. Capstone-Intel Corporation conducted an analysis of the public’s perceptions and attitudes towards this bustling area.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
Irrespective of the occasion, such as the commencement of classes or the festive season of Christmas, it is widely observed among Filipinos to engage in shopping activities at Divisoria, a bustling commercial area located in close proximity to Binondo in Manila.
Divisoria offers an extensive range of shopping options, with seven malls available for exploration. These malls are particularly known for their affordability, providing a stark contrast to other renowned shopping destinations in the city. Whether it be morning or night, visitors can indulge in a shopping spree, as the night market has gained significant popularity in recent times.
The desire for cheap prices for goods in Divisoria can be attributed to several factors. The place offers a wide range of products at significantly lower prices than upscale malls or retail stores, attracting a large number of people seeking budget-friendly options. This has been the culture of Divisoria for decades.
Moreover, Divisoria has gained a reputation as a hub for wholesale and retail trading. Many small business owners and entrepreneurs flock to this bustling marketplace to source goods at low prices, enabling them to sell their products at competitive rates and generate higher profits. The affordability of goods in Divisoria allows these business owners to stay competitive in the market and cater to the needs of price-conscious consumers.
Also, it is important to note that while the allure of cheap prices is a significant factor, consumers also consider the quality and reliability of the products they purchase. While some vendors in Divisoria offer genuine and high-quality goods, others may sell counterfeit or substandard items.
Methodology
The study was conducted from November 28, 2022 to November 28, 2023. Capstone-Intel utilized its social listening tools to analyze publicly available Facebook pages for posts related to “Divisoria.” No demographic or personal data was tracked in this study.
During the analysis, a total of 10,158 posts were scanned, resulting in 131,149 comments, 171,573 shares, a reaction count of 1,301,876, and an engagement score of 314,875.5.
Reaction distribution
Out of a total of 1,301,876 Facebook reactions, the breakdown is as follows: 665,414 (51.12%) Likes; 363,310 (27.92%) Love; 196,263 (15.07%) Haha; 24,817 (1.92%) Wow; 48,323 (3.72%) Sad, and 3,749 (0.28%) Angry reactions.
Top posts
The keyword “Divisoria” garnered considerable engagement scores from various Facebook pages of news agencies and influencers.
The most popular reaction post, as determined by the number of responses it received, belonged to Jon Oraña. It garnered an engagement score of 54,339.8. It had a total of 20,804 (59.60%) Haha reactions, 6,819 (19.50%) Likes, 5,072 Wow reactions, and 2,205 (6.30%) Love reactions. Notably, there were no Sad or Angry reactions recorded.
The second highest post that garnered reactions was from TV Patrol. It had an engagement score of 15,748.6. It had 93,466 (65.10%) Like, 49,072 (34.20%) Love, 543 (0.40%) Wow, 382 (0.10%) Haha, 30 (0%) Sad, and 30 (0%) Angry reactions.
Additionally, the post with an engagement score of 13,028.8 was shared by Raevin Bonifacio. This particular post garnered 61,415 (58.90%) Love, 4,1443 (39.0%) Likes, 960 (0.90%) Sad, 453 (0.40%) Wow, 43 (0%) Haha, and 2 (0%) Angry reactions.
