Ramadan, or Eid al-Fitr, is the most important holiday for Muslims in Indonesia. Eid al-Fitr is a moment that is highly anticipated by all Indonesian people, both Muslims and non-Muslims. This momentum is always the most appropriate moment to gather with family and distant relatives. Ahead of Eid, Indonesian people always show high enthusiasm and enthusiasm in welcoming this holiday. They began to prepare all their needs, such as new clothes and typical Eid food, and prepared the house's cleanliness to welcome guests.
During Ramadan, there are changes in consumer behavior and habits, especially when it comes to buying and consuming products. Therefore, in this article, we will discuss consumer behavior during Ramadan in Indonesia. PT Global Loyalty Indonesia (GLI) surveyed 150 respondents and breakdown into three segments, namely high, medium, and low, to see how there were significant changes in shopping expenditure patterns.
67% of total respondents have changed their essential shopping behavior. The most significant change is the reduced purchases dominated by the medium and low segment.
There could be several reasons that lead to changes in consumer behavior during Ramadan 2023. One of the most significant reasons is the need to prepare funds for the homecoming (mudik) tradition. In addition, the increase in the price of essential commodities could also be a contributing factor.
Consumers may take several measures to reduce their essential needs, including reducing the quantity of high-category products purchased. For the medium category, consumers may prefer to seek out budget-friendly brands as a way to reduce their expenses, while those in the low segement may choose to seek out affordable places to purchase their essential items.
Here is also information which is considered by consumers as an Affordable Grocery Shopping Location; Supermarkets tend to dominate as affordable shopping destinations for the high segment, while traditional markets are a popular option for the low category. Wholesale stores may be a preferred choice for consumers in the medium segment seeking an affordable place to shop for their essential needs.
The price is often the most important factor to consider when buying essential needs, as consumers tend to look for cheaper places with many discounts to help reduce their expenses. However, the completeness of products is also an important consideration, as consumers may prefer to shop at stores that offer a wide variety of items to choose from.
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