30 Bazaar has always been loved by the Indonesian. In Indonesia we have bazaar in various forms, from a traditional form of ‘Sekaten’ in Yogyakarta, a cultural craft exhibition of ‘Inacraft’, to a hype youngster bazaar of ‘Euphoria Project’. All of these bazaars attract thousands of visitors. The form of bazaar has been evolving to become a lot more exciting place for Indonesian youngster. In the past few years we notice that there are many youngster bazaar held in various Malls which were visited by thousands. For example, the Pop Up Market 2014, a Local Food & Fashion bazaar, was visited by 30,326 people, while in 2013 it was visited by 27,800 people. Recently, Jakpat held a survey to understand the motivation and behavior of bazaar visitors. The survey was targeted to respondents below 35 years old. The survey was participated by 1012 respondents with a similar percentage of Male and Female respondents. The survey manages to reveal five interesting facts behind the people love for Local Food & Fashion Bazaar. Here is the infographic of this survey: FACT 1 : 3 OUT OF 4 RESPONDENTS HAVE ONCE VISITED LOCAL FOOD & FASHION BAZAAR Bazaar is popular among our respondent. Many people have visited Food & Fashion Bazaar, in fact our survey reveals that 75% of the respondents have visited Food & Fashion Bazaar. The frequency of visit among Bazaar visitors is also quite high. There are 75% of the visitors that visit bazaar for at least 1 time a year. While there are 18% visitors that visit bazaar for 3 – 5 times a year. Even there are respondents who visit bazaar more than 6 times. They account for 6% of the total visitors. FACT 2 : BAZAAR IS A FUN WAY TO KILL WEEKEND BOREDOM Moreover, our survey shows that 70% respondents claim that Bazaar is a cool spot to escape from their boring weekend since they can have big varieties of food and fashion products. Bazaar is also loved by 55% of our respondents because there are many price promotion exclusively offered during the event. If we dig further by gender type, we spot some answer differences. For Female respondents, to get varieties of food & fashion products is their main motivation (supported by 77% of respondents) in visiting a bazaar. While for Male respondents, to get alternative weekend activities is the main motivation (supported by 73% of respondents). Besides, Male respondents (38%) are also showing higher motivation in supporting local products compared to Female (29%). While Female (58%) respondents are more motivated by the promotion price offered in the bazaar compared to Male (53%). FACT 3 : 9 OUT OF 10 RESPONDENTS ARE BUYING STUFF IN BAZAAR, 8 OF THEM ARE BUYING FOOD & BEVERAGES Our survey reveals that around 93% of the respondents are spending their money in the latest bazaar that they visit. Food & Beverages are the most popular one among the goods sold in a bazaar. While there are only around 30% of respondents who buy apparels or fashion accessories during their last trip to a bazaar. From this result, it seems that people have a tendency to buy food in a bazaar, while only some of them are buying apparel products. Besides, the high percentage of people buying food in a bazaar can also be interpreted as people visit food bazaar more than the fashion bazaar. FACTS 4 : MOST PEOPLE FORGET BRAND NAMES THAT THEY SEE IN A BAZAAR.. Even tough people spend their money to buy stuff in the bazaar, 60% of them are not able to recall at least 3 brand names that they see at the bazaar. We guess that since consumer is exposed to many brands in the bazaar, they feel hard to memorize it. Another possible reason is that in a bazaar people focus more in the product and price offering, and they do not really care about the brand names. If you are a bazaar tenant, this is indeed a big challenge for you because your brand awareness will not be increasing just by being presented in several Bazaars. You need to be unique, so that you stand out from the crowd. Other option that you could do is to increase your engagement towards your visitors. You need to find a way to have their attention and let them experience your brand. By doing this, we believe, your brand will book a place in your visitors’ mind. FACT 5: BUT WHEN THEY DO, THEY WILL PROMOTE THESE BRANDS TO THEIR FRIENDS In the survey, we ask additional question for people who are able to recall at least 3 brands that they see in the latest bazaar they visit. The survey reveals that these people do follow up activities related to the brands that they see in the bazaar. There are more than half of the respondents who claim that they talk about these brands to their friends, and gather further information of these brands from website or the social media after they visit the bazaar. Besides, there are also many respondents (44.5%) who claim that they buy these brands product in other places. While the number of respondents that do nothing related to these brands after their bazaar visit is only 10%. This result is indeed good news for the bazaar tenants. From this result the bazaar tenants may conclude that participating in a bazaar is a good investment, since it is not only generating sales but also giving them opportunity to recruit their customers as their brand ambassadors. However these advantages cannot be obtained by the bazaar tenants if they fail to be unique and stand out from the tenant crowds. And if you’d wish to send a survey to JAKPAT’s respondent, let’s request a Sales Quote here! If you’re interested to do survey on retail and consumer goods field toward our respondents, we have over 31,000 mobile respondents ranged from age 17-50 years old, smartphone active users, and located in all regions of Indonesia that has installed our app and readily answering your survey. Those 31,000 respondents has been verified, profiled, and continuously tracked to make sure you get the updated profiles of them. Our respondents has been profiled based on their demographic (age,gender,location, spending level, profession,religion), lifestyle habit (smoking/non, gamers/non, wearing glasses/non, frequent flyer/non, online shopper/non), and also brand consumption level ( brand A users, brand B users in FMCG, Retail, E-commerce,etc). If you want to do research toward our respondent, please signup here and directly create your survey there. Or directly contact our Bizdev – partner@jajakpendapat.net. 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