Ukay-ukay diaries: Understanding the dig-up culture from the lens of the entrepreneurs and consumers

Abstract

The market for secondhand items grew immensely in all parts of the world including the Philippines which has its unique term ukay-ukay, the Filipino version of the flea market. In this study, the researchers investigated the Filipino dig-up culture from the lens of the entrepreneurs and consumers. It specifically aimed to understand their experiences and determine factors that are associated in venturing and patronizing ukay-ukay products. Qualitative phenomenological approach was used as research design using in-depth interviews and focus group discussion. Ten ukay-ukay entrepreneurs and 13 consumers in Davao del Sur were involved as research participants. Thematic analysis revealed that the ukay-ukay entrepreneurs started as ukay-ukay shoppers. Financial constraints, curiosity and peer influence were also the factors that influenced their business decision. Upon venturing into the ukay-ukay business as their major source of income, improvement in sales has increased gradually; however, challenges in the business are encountered such as problems with discounts seekers and undesirable surprises inside the bundles such as damaged items, thereby incurring loss. But learning new business strategies such as equipping themselves with the latest technological trends and social media platforms enable them to become more competitive and profitable especially when selling diverse kinds of fashion to their customers. Eventually, consumers’ reasons in patronizing ukay-ukay products include budget-friendly and fashion trendy items. Product quality, discounts, easy-to-access location, practicality, and peer influence are also the factors of patronizing ukay-ukay products. Additionally, the entrepreneurs emphasized the importance of patience and perseverance creativity, interpersonal and marketing research skills in the ukay-ukay business.