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2.6. Retailing
Retailing
is a set of business activities that adds value to the products and services sold to
consumers for their personal or family use.
2.6.1. Types of Retailer
There
are
three
major
types
of
retailer:
food
retailer
(e.g.
supermarkets, supercenters,
warehouse clubs,
and
convenience stores),
general
merchandise retailer
(department
stores,
full-line discount stores,
specialty stores,
drugstores,
category
specialists, extreme
value
retailers,
and off-price retailers) and
non-store retailer (electronic retailers,
catalog
and
direct-mail
retailers,
direct
shopping,
television
home
shopping,
and
vending
machine retailing).
2.6.2. Department Stores
Department stores
are
retailers
that
carry
a
broad
variety
and
deep
assortment, offer
customer
services,
and
organize
their
stress
into
distinctly
separate
departments for
displaying merchandise.
2.7. The Profile of the Indonesian Consumer
Indonesian
consumers
have
unique
characteristics. Researchers
must
identify
those
characteristics in
order
to
create
a
comprehensive
marketing
strategy.
Handy
Irawan,
(Special
Edition
of
Marketing Magazine, August
1
2007),
described
10
Indonesian
Consumer
Characteristics; starts
with
short-term
perspective,
unplanned
shopping
behavior,
keen
on
socializing, less
adaptive
towards
new
technology, context
oriented--
instead of content oriented, receptive
to country-of-origin effect, religious, strong pride,
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