The Reason Why Indonesian Travelers Addict Shopping
Since tourism activities are easy to access and affordable, travelling to other countries become a good choice for the haves, particularly Indonesian. The purpose of travelling can be divided into two large categories, for leisure purpose and business purpose. Travelling is the best way to solve human problems. Being far away from daily routines help people to refresh their body and soul, and gain new spirit. During travelling people can do many activities, from the simple to the challenging ones. From the characteristic of tourist, compared to foreign travelers, Indonesian travelers prefer shopping as priority while they are travelling overseas for the following reasons: quality of product, customer service, and prestige/status.
Indonesia is a potential target market for other neighboring countries as tourist generating. Based on information, there are five Indonesian favorite countries to shop, namely Singapore, Malaysia, Thailand, Hong Kong, and Southern of China.
Travelers always prepare special budget to accommodate shopping, either their own budget or from their colleagues. The most favorite stuffs to buy for Indonesian travelers are fashions and gadgets. Travelers can find the latest fashion in affordable prices especially during the great sale that is held twice in a year. The high-tech gadget is also the favorite stuff to hunt. Electronic enterprises never launch their new products in Indonesia because travelers can find them out in affordable prices when they are abroad.
Another favorite stuff is small goods that is unique and represents tourist destination, like souvenirs, foods, and beverages. The advantage to buy this small size is that they are inexpensive, easy to carry, and will not cause overloaded baggage.
Price is not the main consideration. Travelers will buy if they think the stuffs is good and they want. A traditional way of transaction is still available. However, in this way of bargaining, we need good bargain. The rule of refund tax applied in some countries has made Indonesian tourists to enjoy shopping more.
Guarantee from the manufacture and seller causes shopping more enjoyable. The manufacturer provides certificate to show and guarantee that the stuffs are in good high quality. This experience cannot be used in bargaining in a shopping centre. Tourists will search in black market to find the best stuffs in lower prices. This illegal act is a strategy to attract tourist minimum budget and eliminate tax fee.
Something surprising for us is when the sellers or shopkeepers try to communicate with simple Indonesia language to offers the stuff, such words ‘mampir dulu’, ‘barangnya baru’, or calling in polite name Ibu/ Bapak/ Kakak. This is a good way to dreams buyers. The sellers believe understanding a simple language will support them in introducing and selling the product. They show magic words as a power to encourage buyers to buy the stuffs. Other special treatment is to let Indonesian try all stuffs.
Do not judge the book from the cover. This jargon is available in shopping centers abroad. Sellers do not consider the buyers’ appearance. They believe that no matter how bad the appearance is, the important thing is the fact that buyers have money and want to buy the stuff. Therefore, even though the buyers are wearing inappropriate clothes, they do not care. This situation could be different from that in Indonesia shopping center as shopkeepers will treat their customers based on their grooming and luxurious things they are wearing. It is pole apart with them who enter the shop wearing flip flop, bad and messy grooming. The shopkeeper looks like uninterested in giving the service. These cases happen almost in all shopping destinations in Indonesia.
Personal touch is another treatment to pamper customers. Personal touch is given since the customers enter the gate until they leave the gate. Many strategies are applied including greeting warmly, smiling nicely, calling customers by their names if possible, and creating comfortable atmosphere.
The shopkeepers also have knowledge to anticipate some questions not really related to the stuff. These include questions about good fine dining restaurant, which bus stop to pick them, popular tourist attraction, and so on. Famous chain shops/tenants absolutely have customer database. The function of database is for customer identification and creating better relationship with loyal customers.
Back to Indonesia after travelling from other country, many Indonesians show off to public. They feel proud of having and wearing the products wherever and whenever. They will be careful with their stuff.
When people are wearing and using branded products, of course they will be valued and appreciated. But, not all people own branded products, not all people are able to travel abroad. That is why wearing and using branded one make some people feel different from others. They will have different social status in society. It is indicated that, some Indonesian tourists believe that shopping in foreign countries not only fulfill the needs but also prestige. Feeling exclusive is just normal as a human kind, but do not be over.
Whatever the habit of Indonesian tourists is, we must realize that wasting money by shopping in foreign countries is not good for our economics. As a part a nation, we should play role as good society who support and promote local products and who are proud of wearing local products. I believe that the quality of our products is not worse than that of foreign products. But, entrepreneurs should also be concerned about service quality, customer service, and product value, so that they can give the best to their customers. This could eventually minimize the habit of some Indonesians to go shopping overseas.
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