Title: Retail mix strategies of hypermarkets in Bandung, West Java, Indonesia

Authors: Ria Arifianti

Addresses: Department of Business Administration, Faculty of Social Sciences and Political Sciences, Universitas Padjadjaran, Jatinangor-Sumedang, 40292, West Java, Indonesia

Abstract: There have been significant developments in modern retail, particularly in Bandung, which have led to increased competition among retailers. Retail mix strategies of the hypermarket retailers in Bandung are studied to understand their competitive practices. This study is a descriptive research. Data is collected from literature reviews and field studies, where in the latter involves observation and interviews with representatives of the retailers and consumers. It is found that the retail mix strategies have worked well. Despite such achievements, it is also found that product placements leave much to be desired. Listed and actual cashier prices are at times inconsistent. Similar issues are also found in discount prices. Discount periods are also erratic. For instance, a product is listed on display as discounted but such discount is not accounted at the cashier. Quality-wise, discounted products are less desirable, tending to fail within a short period of time following purchase.

Keywords: retail; modern retail; retail mix strategies; competition; retailers; consumers; product; discount; cashier; hypermarkets.

DOI: 10.1504/IJEPEE.2018.094521

International Journal of Economic Policy in Emerging Economies, 2018 Vol.11 No.4, pp.396 - 410

Received: 30 Sep 2015
Accepted: 08 Nov 2015
Published online: 05 Sep 2018 *

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