By: Dr. Tri Siwi Agustina, SE, M.Si (Chair of the Center for Entrepreneurship and Industrial Relations, Lecturer at the Faculty of Economics and Business, Universitas Airlangga , E – Mail:
In a short time, the holy month of Ramadan will be here. Muslims and Muslim women will welcome with joy the arrival of a month full of blessings. For culinary entrepreneurs, both micro and medium scale, this month is a moment that will not be wasted because it opens up various types of business opportunities because consumer consumerism will increase. This article will discuss changes in consumer behavior who shop more generously, especially for culinary products, compared to the other 11 months of the year. The opening of business opportunities needs to be accompanied by knowledge about changes in consumer behavior which tends to be generous so that the business being run gets maximum profits. There are at least 3 things consumers need to know.
First, even though the Covid-19 pandemic has ended, the habit of shopping online will continue. Therefore, as a consequence, culinary producers must maximize the smartphones they have for promotional activities and sales of their culinary products. Maximize the story or status feature on your social media to let the public know that your business exists. Include images, price information and how to order. The second consequence is the availability of delivery services to complement online shopping. If the manufacturer does not have a vehicle or no delivery personnel, maximize the availability of online motorbike taxi delivery services or use local courier services. The third consequence, culinary producers must be diligent in checking information on their smartphones, lest consumers give up their intention to buy culinary products just because the producer is unresponsive. Therefore, there is no harm in asking family members for help to check information on the smartphone if the manufacturer is busy processing production.
Second, consumers want faster service than usual. Consumers who are fasting have special times for shopping. Usually they will carry out activities just before breaking the fast or often make purchases just before dawn. Therefore, prepare in detail so that consumers don't waste time waiting. If the product is classified as ready-to-eat food, ensure stock availability. Inform potential consumers of stock availability when they contact via smartphone. Also take into account processing time and delivery time to consumers. Don't let consumers be disappointed because they get their culinary products past the time of breaking the fast or past the time of eating sahur. If consumers choose to come to the sales location, provide culinary products in ready-to-take packaging at least 2 hours before the time to break the fast. In terms of payment, prepare change or facilitate if the consumer wants to pay via non-cash payment, make sure the non-cash payment instrument can be operated
Third, increasing consumer demands for product quality. Everyone hopes to be able to carry out their worship during the fasting month of Ramadan in good health. Therefore, in processing, producers must be careful in selecting raw materials and processing them. Instead of wanting to get excess profits from low-priced raw materials, don't let consumers experience health problems because the raw materials used are nearing expiration or the quality is not guaranteed. The processing time is also the same, pay attention to the durability of a culinary product, the distance between the product's delivery from the production site to the consumer's location and its packaging. The pretext for processing culinary products earlier so that they can be sent to consumers before breaking the fast must be balanced with attention to the durability of the product and its packaging, so that the culinary product is suitable for consumption and does not pose a risk to consumer health.
Happy business in the month of Ramadhan, May it be Blessing. Amen!
