VIDEO PEMBELAJARAN | PERILAKU KONSUMEN - ARIE HENDRA SAPUTRO - Universitas INABA

Summary

This video lecture discusses the impact of changing consumer behavior on the retail industry in Indonesia, particularly focusing on the closures of major retailers like Giant and Seven Eleven. The lecturer highlights how COVID-19 shifted shopping habits from offline to online, which affected large retail stores that were unprepared for this change. Key factors contributing to the decline of these retailers include new consumer habits, financial difficulties, the rise of smaller retailers, and the importance of online promotions and flexible payment options like 'pay later.' The lecture emphasizes the critical need for businesses to understand and adapt to consumer behavior to remain competitive.

Takeaways

• 😀 Understanding consumer behavior is crucial for businesses to survive and thrive in the market.
• 😀 Consumer behavior has shifted significantly due to the COVID-19 pandemic, changing the way people shop and interact with retail outlets.
• 😀 Many large retail companies in Indonesia have closed stores, such as Giant and Seven Eleven, due to an inability to adapt to changing consumer behaviors.
• 😀 The rise of online shopping during the pandemic has changed consumer habits, with people preferring to shop online instead of visiting physical stores.
• 😀 Retailers failed to adapt quickly enough to the new consumer behavior, resulting in a loss of business and closure of many stores.
• 😀 Small retail chains like Alfamart and Indomaret became more popular because of their convenience, especially when people wanted to minimize traveling during the pandemic.
• 😀 Financial difficulties during the pandemic, including job losses and salary cuts, led to changes in how consumers managed their spending, with many opting for 'paylater' options offered by e-commerce platforms.
• 😀 E-commerce platforms offered enticing promotions and discounts, which attracted consumers more than large retail stores, which struggled to compete with such offers.
• 😀 Retailers should focus on understanding and meeting consumer needs and wants in order to capture market share. This insight is essential for survival and growth.
• 😀 Understanding consumer psychology and the factors affecting purchasing decisions, as theorized by Maslow and Kotler, can help businesses tailor their strategies effectively.
• 😀 The key to success in retail is adapting to changing consumer behavior and continuously adjusting business strategies to match those changes.

Q & A

What is the main topic discussed in the script?

The script primarily discusses consumer behavior, with a focus on the changes and challenges faced by large retail businesses in Indonesia, particularly due to the COVID-19 pandemic.

What was the initial goal of studying consumer behavior in this session?

The goal was to help students understand and analyze the concept of consumer behavior, specifically the scope and phenomena related to it, and how it affects businesses.

How did the COVID-19 pandemic impact large retail businesses in Indonesia?

The pandemic led to a significant shift in consumer behavior, where offline shopping drastically decreased due to social distancing and lockdowns, causing many large retailers to face losses and close their stores.

What was a new consumer habit that emerged during the pandemic?

A key new habit was the shift from offline to online shopping, as consumers adapted to the new reality by purchasing products through e-commerce platforms instead of visiting physical retail stores.

How did retailers fail to adapt to the new consumer habits during the pandemic?

Many large retailers were unprepared for the surge in online shopping. They lacked efficient online payment systems, lacked flexibility in payment methods like pay-later options, and struggled to offer the same level of convenience and discounts that e-commerce platforms provided.

What is the significance of understanding consumer behavior according to the script?

Understanding consumer behavior is crucial for businesses to remain competitive. By analyzing consumer needs, preferences, and behaviors, businesses can adapt and succeed. The script emphasizes that businesses need to align with the changing behaviors of consumers to survive.

How did smaller retail stores, like Alfamart and Indomaret, benefit during the pandemic?

Smaller stores benefitted because they were more conveniently located and provided essential products that consumers could easily access. Additionally, they adapted to the new conditions faster, offering online services and easier access to goods.

What was the role of financial difficulties during the pandemic in affecting consumer behavior?

The financial difficulties, such as loss of income and reduced wages due to the pandemic, made consumers more cautious about their spending. Retailers that didn't offer flexible payment options like 'pay later' found it difficult to compete with online platforms that provided these options.

How did promotions and discounts affect consumer behavior during the pandemic?

Promotions and discounts played a significant role in attracting consumers to online platforms. Consumers were more exposed to online discounts through ads and deals like 'buy one get one' or 'pay later' options, which made e-commerce more appealing than traditional retail stores.

What is the connection between Maslow's hierarchy of needs and consumer behavior in the script?

Maslow's hierarchy of needs is referenced to explain that businesses that understand the needs and desires of their consumers can dominate the market. The script suggests that failing to understand consumer needs can lead to business failure, as seen with the struggles of large retailers.