Filipinos Love a Good Tune — And That’s Why In-Store Radio Works

When you walk into a Filipino store, one thing immediately fills the air — music. Whether it’s a sari-sari store, supermarket, or mall, Filipinos love a good tune to accompany their shopping. But beyond entertainment, that same love for music and storytelling is exactly why in-store radio marketing works so well for the Filipino market.

Local studies and key findings

A study by Ben Paul B. Gutierrez from the UP College of Business Administration surveyed 600 Filipino shoppers in urban areas to understand how they feel about in-store radio and how it affects their buying behavior — and here are the results.

• Many respondents said they noticed in-store radio: they paid attention to what was being said.

• There is a positive effect on purchase behavior: messages via in-store media led shoppers to consider and in some cases actually buy items.

• Shoppers preferred messages that were relevant, clear, and aligned with what they expect from the store environment. Over-messaging or irrelevant ads tended to reduce effectiveness.

5 Reasons In-Store Music Is Your Best Tool to Connect

Filipinos are naturally drawn to sound — from karaoke nights to jeepney hits, we’ve always had a deep connection with music.

In-store radio taps into that same love for rhythm and melody, but with a marketing twist. The right playlist paired with well-timed audio ads can instantly set the store’s mood, capture attention, and even influence purchase behavior.

Think of it this way: if a catchy song can make someone smile while shopping, a friendly voice promoting a discount can make them buy.

In the Philippines, people value connection and warmth. A well-crafted in-store audio message doesn’t sound like a hard sell — it sounds like a conversation. Messages in Taglish or Filipino that sound “totoo” and relatable resonate more deeply than impersonal digital banners or flyers.

For example: “Mga misis, don’t miss out sa ating Buy 1 Take 1 promo today!” It feels friendly, familiar, and authentic — just like how Pinoys talk in everyday life.

In-store radio creates consistent brand presence. Shoppers may not consciously notice every ad, but over time, they recognize your brand’s sound and personality — much like how we recognize a friend’s voice. That sense of familiarity and trust goes a long way in a culture where suki relationships matter. When customers hear your brand while they shop regularly, it becomes part of their routine — and that’s powerful.

Filipinos love to browse, compare, and chat while shopping. Background audio keeps the energy up and creates a pleasant environment that encourages people to stay longer — which often means more purchases.

A good in-store radio strategy uses music and messaging to guide customers — from welcoming them, highlighting promos, to encouraging last-minute buys near checkout.

For many local retailers, every peso counts. In-store radio is a cost-effective solution that reaches a captive audience — the very people already inside your store and ready to purchase.

Plus, it builds community. By mixing promotions with OPM hits, shoutouts, or local greetings, stores can create a “neighborhood radio” feel — something uniquely Filipino, something that makes shoppers feel at home.

What This Means for Your Brand

In a market that values pakikisama, good vibes, and meaningful connection, in-store radio marketing fits right in. It’s not just about pushing promotions — it’s about creating a feel-good shopping environment where customers feel seen, entertained, and understood.

At Marico Advertising Inc., we believe that sound is more than background noise — it’s a storytelling tool that moves people. By curating the right mix of music, timing, and message, we help brands turn every store visit into an experience — one that truly speaks to the Filipino shopper’s heart.