EVOLVING CONSUMER

TRENDS IN RETAIL STORES

PRESENTATION
GROUP B
 GROUP
Members

Cindy Edgina Isikha Rifa F Septiana Sulihin S. Vika Margaretha

INTRODUCTION
The Impact of Digitalization on Traditional Businesses

To investigate changes in consumer behavior and preferences in physical

retail stores, we observed Farmers Market as one of the physical retail stores
in the groceries category.

Apart from that, Farmers Market also has a lot of customers and is quite
popular, making it easier for us to observe Farmer's Market customers.

We also conducted a pilot test and a Focus Group Discussion involving

student participants to explore shifts in customer preferences and identify
strategies for enchancing the shopping experience.
 METHODS

For the pilot test, we invited 3 participants from President University's

business faculty who were different from the Focus Group Discussion
participants. For the Focus Group Discussion, we invited 7 participants:

Instead, we have collected the information below: P1: Management - 2022

P2: Management - 2022 P3: Business Administration - 2022 P4: Business
Administration - 2022 P5: Business Administration - 2022 P6: Agribusiness
- 2022 P7: Agribusiness - 2022
 OBSERVATION RESULT
We observed the entire contents
of the Farmers Market, starting
from the product layout,
employees, and technology used
at the Farmers Market.
Farmers Market has an organized
layout and products are arranged
by category so that fresh organic
products such as meat and fruit,
meat and frozen products are
separated from packaged
products and chemical products
such as soap and cosmetics.
The differences in uniforms can
show their different roles as
Farmers Market employees and
also all employees at Farmers
Market have their own
identification badges.
 PILOT TEST RESULT
Date and time : Friday, 20 October 2023 / 11 am
Location : President University Student Housing (PUSH)

Apart from that, regarding quality, they prefer to shop directly at offline stores
because they can directly check the condition and quality of the products they
want to buy, especially fresh organic products.
 FORUM GROUP DISCUSSION RESULTS
Even though in the digital era there are many products that can be
purchased online, all participants still prefer to shop for groceries
directly at the Farmers Market except for used products (not food)
because it is much cheaper. They agree that shopping at offline
stores such as Farmers Market will save more time than online.

"...farmers will be able to add memberships, the membership can be

multiplied, so in terms of whether or not people can provide it, the
membership card can be used at other banks, so it's not just one bank.
for example, membership points from Farmers, we can top up the
money from banks that are not only BCA but also other banks."
Date and time : Friday, 20 October 2023 / 5 pm
However, returning to the initial opinion, all participants felt Location : President University (B 103)
comfortable shopping at the Farmers Market which provides many
fresh and high quality products at reasonable prices
 DISCUSSION
To deal with this problem, Farmers Market can provide digital scales so
that all customers can weigh their purchases without involving
employees.

Apart from that, Farmers Market can also offer self-payment, namely by
allowing customers with small amounts of purchases to scan and pay for
their own purchases.
 CONCLUSION
In conclusion, retail stores as traditional businesses are
still relevant in today's digital era. The digital era has
indeed made things easier for society in various
aspects. In this research, it can be concluded that each
customer has their own preferences. All participants in
the FGD stated that they prefer shopping at the
Farmers Market because they prioritize time, quality
and freshness of the organic products they want and
need. Even though they still shop offline, there are still
technological innovations that they hope to increase
shopping satisfaction.
THANK
YOU!