Nowadays, there is a significant declining trend of consumers in Indonesia, especially from younger generation to visit and purchase their daily products in local marketplace. Their lifestyle and shopping paradigm has gradually shifted from local marketplace to national or international hypermarket.
Local marketplace with long history of tradition usually has location advantages compared with hypermarket, but somehow this main advantages - which defines what property is all about – failed to attract consumers.
This study will try to explore more on what aspects needed to rejuvenate local marketplace position in consumer perception. This research will try to analyze how lifestyles of shopping in marketplace can be re-invented, which at the end will emulates concept of so called “back to marketplace lifestyle”.
The findings on this research suggests a preliminary study for consumer perception and their expectation towards marketplace in Indonesia. The study show that design is not the main concern for consumers who visited marketplace, and product price, quality, and availibility plays more significant role in attracting consumers. This study also unveil evidence that by adding more facilities in the marketplace, consumers will become more attracted to visit marketplace.A proposed research framework is configured for future research.
Makalah ini dipublikasikan pada Sustainable, Culture, Architecture and Nature (SCAN) #2 Seminar: Lifestyle & Architecture di Atmajaya University, Yogyakarta, Indonesia tanggal 31 May 2011 dan ditulis oleh Aswin Rahadi serta Alia Widyarini Hapsariniaty.
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