TANGERANG, RAKYAT NEWS – The Chairman of the Indonesian Retailers Association (Aprindo), Solihin, stated that a significant number of consumers today are more focused on finding the cheapest products rather than sticking to specific brands.

“Consumers now prioritize lower prices over brand names. If there is a similar product, they will opt for the one with the lower price. This is based on our field research as retail entrepreneurs,” Solihin said during a press conference after the Aprindo Leadership Election in Serpong, Tangerang Selatan, Banten, on Sunday.

According to Solihin, this shift in consumer behavior means that retailers must offer a variety of products at different price points to attract customers. The competition is fierce as consumers now have the freedom to choose where to shop, whether in physical stores or online. If a store does not meet the needs of shoppers, they can easily turn to another retailer or make their purchase online.

“This is a challenge for us going forward. We must keep innovating and adapt to these changes to ensure that retail businesses continue to grow and thrive,” he added.

Solihin, who was recently elected as Aprindo’s Chairman for the 2024–2028 term, also emphasized the need for retailers to embrace e-commerce systems to keep up with current trends. He highlighted the importance of supporting small and medium-sized enterprises (SMEs) by providing space for their products, although the products must be appealing enough to drive customers into stores.

“In this environment, retailers are encouraged to focus on selling essential products, particularly food items, which people need daily. Products like vehicles or furniture, on the other hand, aren’t bought as frequently,” he explained.

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