Nielsen: Pebelanja Makin Impulsif

Jakarta (ANTARA News) - The results of trend studies conducted Nielsen shoppers during December 2010 to January 2011 show that shoppers in the cities of Indonesia more impulsive purchases.

"The more impulsive shoppers. People who do not make plans before spending more and more, up nearly twice that of the state in 2003, "said Associate Director of Retailer Services at Nielsen Febby Ramaun here on Tuesday.

According to the Nielsen study conducted through face-to-face interviews with 1804 respondents with a household spending more than Rp1, 5 million per month in Jakarta, Bandung, Surabaya, Makassar and Medan, 21 percent of shoppers claim to never make a spending plan is much higher than the year 2003 that only 11 percent.

"In a study this year, 39 percent of shoppers who make a shopping list also claim to always buy goods outside the list when shopping. Higher than the figure in 2003 that only 13 percent, "he said.

In addition, the Nielsen study also shows that more than half of shoppers always go to the same place for shopping and 85 percent of those surveyed chose the place closest to their homes.

However, 21 percent of shoppers also admitted visiting the shopping places that offer attractive promotions through newspapers and fliers, especially those living in Jakarta and Bandung.

Shoppers in the big cities, continued Febby, also tend to be loyal to the brand of baby care products and personal care given but not so loyal to the brands of drinks and snacks.

"For products with greater levels of customer loyalty such as baby formula, retailers should be careful not to empty the product so that consumers do not move to another store. Manufacture of food and soft drinks should also be careful to stock their products so that consumers do not switch to another brand, "he said.

Performer retail, according to Febby, also need to respond to the changing offender shoppers by creating an effective promotional strategy as well as other activities in order to sell more goods.

"Producers also need to create innovative products and cooperate more closely with retailers in the promotion at the store," he said.