Reference no: EM133248160

In 1989 Djoko Susanto established a business in trading and distribution with a wide range of products. Then in 2002 the company acquired 141 Alfaminimart outlets and changed its name to "Alfamart". The company made tremendous progress until it was listed on the Indonesia Stock Exchange in 2009. This progress was shown by the aggressive establishment of "Alfamart Retail Asia" in 2013, followed in the following year by collaborating with the company Alfamart Traging Philippines with the aim of developing the brand " Alfamart" in the Philippines.

Over time, many breakthroughs have been made by this company. In 2015, Sumber Trijaya Lestari was established by the company in order to provide e-commerce services under the name "Alfacart". In 2016, the company launched AlfaMind, the first virtual store in Indonesia with augmented reality technology. Alfamart Trading Philippines then also opened its first outlet in the Philippines, precisely at Trece Martires. In 2017, the company established Sumber Wahana Sejahtera to provide package delivery services. In 2019, the company launched the Alfagift application to make it easier for users to find out which promotions are being held. The company later also acquired a 75% stake in Global Loyalti Indonesia. On November 11, 2020, Alfamart Trading Philippines inaugurated its 1000th minimarket outlet, namely in Tagum. Alfamart Trading Philippines also plans to continue to increase the number of minimarket outlets in the Philippines, especially in Cebu, Davao, Cagayan de Oro, and Zamboanga.

Alfamart's vision is "To become a leading retail distribution network owned by the wider community, oriented to empowering small entrepreneurs, fulfilling consumer needs and expectations, and being able to compete globally." Meanwhile, the company's mission is to (a) provide satisfaction to customers/consumers by focusing on superior quality products and services. (b) Always be the best in everything we do & always uphold high business conduct/ethics. (c) Participate in developing the country by cultivating an entrepreneurial spirit and business partnerships. (d) Build a global organization that is trusted, healthy and continues to grow and benefits customers, suppliers, employees, shareholders and society at large. Various products are sold, ranging from food, household needs, baby care, to medicines, which can be found at Alfamart outlets. The next breakthrough is the existence of digital payment services such as electronic vouchers, electronic services, fund transfers, tickets, to delivery services through Alfatrex. Alfamart outlets are also often found in the area of ??hotels, hospitals, stations, airports, to recreational areas.

Question 1. In your opinion, based on the type of general goods retail store, which type of Alfamart is included? Describe your reasons why you choose this type!

Question 2. Identify and explain 3 categories of consumer shopping behavior that are the target of the retail market! In your opinion, which category does Alfamart's customer shopping behavior fall into? (include reason)