The Factors of why the pure Supermarket concept cannot be applied within the hardware retail industry in Indonesia

Author : PRASETIANI, LYDIA

The growth of the hardware retailing business in Indonesia creates a new concept for hardware retailing business in Indonesia AJBS, as the first self-serve hardware store in Indonesia, has tried to introduce the new self- served concept in the Indonesia hardware industry. But, with the condition of Indonesian customer buying behavior, is it possible to apply this new concept in Indonesia? Derived from this question, the writers came up with two problems definitions: (1) Why is AJBS Swalayan not the first choice of the industries/ factaries to buy hardware/ technical tools? (2) Why AJBS Swalayan not successful in applying the ideal retail mix strategy? The writers used the causal research technique to gather data about the hardware industry?s customer buying behavior and the real practices of AJBS? retail mix strategy in the accordance with the ideal retail mix strategy. As the conclusion, with the characteristics of Indonesian industrial buyers, AJBS can?t apply the pure concept of a supermarket. In the last section of report, the writers come up with the recommendations of what should be done by AJBS to improve its retail mix strategy.

Keyword : hardware retail industry, supermarket concepts

Sumber : http://repository.petra.ac.id/1635/