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Mall & Shopping Behavior

Mall Behavior

A more exciting way to spend leisure time is to go to the mall. Urban people are real mallgoers. The mall is not only a place to shop, but also to “be with other people of the same class”, to be where the crowds are, to go out with the family, to window shopping and to eat. To teenagers the mall means being together with friends to ngeceng, a popular term for getting eyefuls of the opposite sex.

Many teenagers admit that the greater the chances there are of meeting other teenagers, the more they become conscious of their appearance. Being caught for following the latest trends in appearance is vital. This applies not only to girls but also to boys.

To teenagers the availability of game facilities is also an important part of mall life. Also, the presence of restaurants and cafes, where people can meet and talk. Most of all, malls have 21 cineplex showing the latest box office movies. Teenagers start to date, on the average of 16, and movie houses are their favorite dating destinations. Because of the dominant preference among urbanites to socialize with their peer group, most residential areas as well as malls are clustered in homogeneous classes. The are malls for the upper-end expenditure levels and for the middle to lower expenditure levels. Residential areas are also positioned with certain segments in mind.

Shopping Behavior

Supermarkets have become very popular and are visited by three-quarter of urban households. The popularity of supermarkets is namely caused by its reasonable prices, comfort, convenience, neatness and cleanliness. Also, the frequent discounts sales and bonuses offered. The use of ‘hypermarkets’ is also growing, although those who use it are still those at the top-end of the social classes.

Although the allure of supermarkets and hypermarkets is growing, they have not completely replaced traditional markets, which are still preferred to purchase meat, fresh vegetables and fruits. The opportunity to bargain is also a motivating factor to shop at traditional markets – Indonesian housewives just love to bargain!When there is no time to shop at the market, there are always the daily visits of hawkers, who bring bread, fruit, vegetables, meat and fish to the front doors of urban dwellers. The hawkers either push fruit/ vegetable carts or use bicycles.

Besides supermarkets, traditional markets and hawkers, there are still provision stores (warung), minimarkets and 24-hours stores, where one can buy urgently needed bread, coffee, sugar or other supplies that have just run out of stock at home.

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