Pendefinisian Pasar Geografis dan Pasar Produk untuk Ritel Modern Jenis Supermarket di Indonesia Berdasarkan Perilaku Konsumen
Abstract: Relevant markets
definition is a crucial issue on anti-monopoly enforcement in many countries.
The general approach of SSNIP (small but significant and non-transitory
increase of price) is hardly applied to some cases, especially to a retail
industry case. This descriptive research is trying to explore a possibility of
using surveys to define a relevant market of supermarket services in Indonesia.
Surveys were done to the consumers of supermarkets in Jakarta and five big
cities outside Jakarta. Moreover it focuses on one of the biggest supermarket
in Indonesia namely Carrefour and its competitors inside the geographical
relevant markets. From these surveys, it is found that the relevant market of
supermarket in Indonesia might include hypermarket and minimarket type of
retails in Jakarta but only include hypermarket type of retails outside
Jakarta. The difference is defined by significant number of the consumers who
are choose minimarket as a substitute of supermarkets in Jakarta. This number
is not quite significant in others five big cities outside Jakarta.
Penulis: Murman Budijanto
Kode Jurnal: jptindustridd100111