Indonesian Consumer Behavior Trends: Insights for Marketers

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Indonesian consumer behavior

One of the things that marketers must pay attention to is Indonesian consumer behavior. By knowing the buying patterns of the average Indonesian consumer, you can create a more targeted marketing strategy so that product and service sales can also increase.

So, in this article, we will help you understand the state of people’s shopping tendencies in the Indonesian market!

Indonesian Consumer Behavior Experiences Changes After Covid-19

 Indonesian consumer behavior

Over the years, the shopping behavior of Indonesian people has begun to change. Of the various causes, one of the most impactful was the COVID-19 outbreak several years ago. At that time, the population of this country had to spend more time at home and be more calculating when shopping.

As a result, in 2020 and 2021, the consumer confidence index was below 100 points. However, this index started to rise after the COVID-19 period ended. [1] 

Even now, consumers are more confident in shopping without having to do excessive calculations. Even though the COVID-19 period has passed, these habits and behaviors will not experience significant changes.

Synergy Between Online and Offline Shopping

Indonesian consumer behavior

In the past, offline shopping systems in traditional markets or modern stores dominated Indonesia because people felt safer and could trust this system. However, this behavior has shifted online since the COVID-19 era. The reason is regulations regarding health protocols and distance restrictions.

This is slowly becoming a habit because many Indonesian consumers have dared to use online shopping methods on popular and trusted social commerce and e-commerce, such as Shopee, Tokopedia, Lazada, and TikTok Shop.

Even though there has been a gradual shift in shopping channels, this does not mean that offline systems are entirely abandoned. Currently, consumers integrate online and offline shopping processes.

The way to do this is to first research the product you are targeting in the online shop. After that, you can buy the product in the offline store.  This then makes it impossible to abandon both channels. As a result, marketers must be able to balance the two so that the product gets more attention.

Current Trends

Indonesian consumer behavior

Not only are shopping channels changing, but various Indonesian market segmentations are also more aware of environmentally friendly products.

Besides being willing to spend more money on eco-friendly products, Indonesian consumers also practice like buying second-hand items (thrifting), recycling, and opting for repair services whenever needed.

A brief overview of Indonesian consumer behavior above will help you better focus your marketing according to your target market more precisely.

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