Men begin to enjoy shopping at hypermarkets<\/p>\n
The Jakarta Post
\nJakarta<\/p>\n
To kill time while waiting for his internist to show up in a
\nhospital, 53-year-old Achmad decided to make a quick visit to a
\nnearby hypermarket.<\/p>\n
"Knowing that my son wanted a DVD player, I went to Makro to
\ncheck out prices. I bought one right away because it was cheap,"
\nsaid Achmad, who frequently goes to hypermarkets for monthly
\ngrocery shopping with his family.<\/p>\n
Achmad said he enjoyed going to hypermarkets because they
\nprovided more complete household goods than other modern retail
\noutlets, such as supermarkets and minimarkets.<\/p>\n
"Whenever I enter a hypermarket, I go straight to the
\nelectronic and hardware sections and my wife to the personal care
\nand food sections," he said, adding that he prefers going to a
\nhypermarket located inside a shopping center or mall.<\/p>\n
Men living in cities in the country, just like Achmad, have
\nbegun to discover the benefits of shopping in the increasing
\nnumber of hypermarkets, according to a recent survey by market
\nresearch firm ACNielsen.<\/p>\n
ACNielsen's 2004 ShopperTrends survey -- which interviewed
\n1,029 Indonesians aged 15 to 65 with a monthly expenditure of
\nmore than Rp 800,000 (US$83) between September and November last
\nyear -- revealed that the number of men shopping at hypermarkets
\nhad increased by 5 percent in the last seven days to 39 percent.
\nIn contrast, the number of women declined by 5 percent to 61
\npercent.<\/p>\n
The survey -- conducted in Jakarta, Bandung and Surabaya --
\nshowed that besides enjoying staying in a cool, clean and
\ncomfortable space, the men could find various items of interest
\nor just sit back and relax in the food court while their spouses
\nwere shopping.<\/p>\n
ACNielsen Retailer and Business Development Director Yongky
\nSurya Susilo said for married men, shopping was a way of spending
\nquality time with their families and served as a media for self
\nactualization in establishing their role as head of the family.
\nAs for singles, he said, it was more of a way to show off their
\ncapacity to buy expensive things.<\/p>\n
The combination of routine grocery shopping and family
\nrecreation has shaped the Indonesian trade structure and
\nbehavior. Today, Indonesian shoppers from the middle and upper
\nincome bracket shopped at hypermarkets twice a month and went to
\nsupermarkets, as often as weekly or once in two weeks, he said.<\/p>\n
Due to the trend, Yongky said advertising agencies were
\nfocusing their services more on helping large-format modern
\nretailers, especially hypermarkets, to increase competitiveness.<\/p>\n
"They have to compete by increasing efficiency, driving prices
\ndown, improving product supply, and creating innovative
\nmerchandising and a consumer-focused operation," he said.<\/p>\n
Even though Achmad found shopping at hypermarkets a pleasure,
\nthere were negative impacts he found hard to control like
\npurchasing "nice to have but unimportant" things.<\/p>\n
"My wife got a little upset when I bought an air compressor
\nand an electric drill, which I then rarely used," he said, adding
\nas he bought too many goods at hypermarkets there tended to be an
\noversupply at home. (001)<\/p>",
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