Retail Mix Strategies of Minimarket
- 10.2991/gcbme-16.2016.81How to use a DOI?
- retail mix strategies, minimarket
There have been many significant developments in modern retail, particularly in Bandung, which have led to increased competition among retailers. The competition not only occurs between retailers but also with large companies. One of the retail companies are minimarkets. With these conditions, the minimarket seems require a new strategy. One the strategy is the mixed retail strategy. This research uses the descriptive method. The data collection technique consisted of a literature review and field studies. The field studies that used are observations, interviews with the managers and consumers in minimarket, and also distributing the questionnaire to the consumers. The sampling technique that used is the Systematic Random Sampling. By using this method, it has found that the retail mix strategy has been worked well. But there are still many obstacles relating with the quality of goods taken as discounts, goods provided to make the exchange coupons sometimes not available and the guidelines given are unclear. Elements of mixed retail that consumers preferred are goods that used as the gift items and very useful, although sometimes the supplies are limited and fast discharged.
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Ria Arifianti PY - 2016/08 DA - 2016/08 TI - Retail Mix Strategies of Minimarket BT - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship PB - Atlantis Press SP - 448 EP - 452 SN - 2352-5428 UR - https://doi.org/10.2991/gcbme-16.2016.81 DO - 10.2991/gcbme-16.2016.81 ID - Arifianti2016/08 ER -