WET AND TRADITIONAL MARKET PROFILE IN JAKARTA

S. Muharam

SMfr@nchise, October 2001

Wet market is a primary channel of fresh product distribution in Indonesia. Almost 80 % of fresh food sales goes through wet market. Instead of fresh item, many textill and general merchandise goes to traditional market. This type of traditional market even become a reference of many purchasing agent of multinational retailer because of it’s price and merchandise attractiveness.

Many consumer prefer to shop at the wet/traditional market compare to the modern retailer for some reason below :

Ÿ Wide and deep variety of assorment

Ÿ Price competitiveness (In some cases, price image is created by “obral selling” which is the seller shout to announce their price offered)

Ÿ Flexibility

Ÿ Easy to acces or closer to the residence

Ÿ Good relationship betwen shoper and trader

Ÿ Quality competitiveness

Ÿ Volume and availability

However, inspite of the above strength points, many consumer have complain about the wet market as listed below :

Ÿ Dirty surounding

Ÿ Inconvenience environment

Ÿ Unsecure neighborhood due to the presence of preman or pick pocket

There are many type of the wet/traditional market in Jakarta, as follows:

- Morning market

- Night market

- Specialized Traditional market

Some more detail explanation regarding the above type of market are listed below.

MORNING MARKET (Operate from 02:00 - 10:00)

1. Pasar Kebayoran Lama (Operate from 02:00 - 06:00)

Pasar Kebayoran Lama is a big wet market that serve re-seller buyer (small trader - or pedagang pikulan) and end user (traditional restaurant owner - pedagang warteg ; house wife - Ibu rumah tangga) from middle-low class. The volume of display is quite big so the seller could serve their buyer with quite big volume. The buyer has flexibility to buy in smaller or bigger quantity.

2. Pasar Mayestik (Operate from 05:00 - 10:00)

Pasar Mayestik is serve end user (house wife-Ibu rumah tangga), and most of them are comes from middle class. Display volume of fresh product product are not as big as Pasar kebayoran Lama, but the implantation and their display is better. At this market we could also find texstill and general merchandise.

3. Pasar Senen

Pasar Senen sold many variety of Meat, Vegetables, Fish & Dry Food. Meat pork, a non halal meat, that is rarely sold in tradional wet market in Indonesia, could be found at this location.

NIGHT MARKET (Operate from 23:00 pm - 06:00 am)

1. Pasar Ciputat

Pasar Ciputat is quite the same with Pasar Kebayoran Lama that serve re-seller buyer and end user.

2. Pasar Induk

Pasar induk is the center of lokal fruit and vegetables market in Jakarta. Mostly the buyer who come to this market is a re-seller buyer. The assorment is wide and the volume is very big.

SPECIALIZED TRADITIONAL MARKET (Operate from 09:00 am – 08: 00 pm)

1. Pasar Barito (Operate from 07:00 am - 09:00 pm)

Pasar Barito is well-kown as specialized small traditional market that consist 4 specialized seller listed below :

- Fruit Seller

- Life Bird Seller

- Flower Seller

- Life Fish Seller (Ikan Hias)

2. Pasar Senen

Pasar Senen is wellknown as the place for many traditional cakes and western cake, that is sold in a very deep and wide assotrment. This location also known as the main market of spare parts automobile in Jakarta.

3. Pasar Asam Reges

Pasar Asam reges is located in Central of Jakarta, and well known as spre parts automobile market. At this market we could find a fake or original spare parts with a good price.

4. Pasar Tanah Abang

Pasar Tanah Abang is well known as a central market of fashion and textill. The activity at this market is a combination of retail and whole-sale activity. We could have a better price if we buy more. The assortment is very wide and deep.

5. Pasar Pagi and ITC Mangga Dua

Pasar Pagi Mangga Dua is well known as a central market of fashion-textill, shoes, stationary and toys. It’s location next to ITC Mangga Dua. The same as Pasar tanah Abang, activity at this market is a combination of retail and whole-sale activity.We could have a better price if we buy more. The assortment is very wide and deep.

6. Pasar Rawa Belong

Pasar Rawa belong is a well known market for many kind of cut flower. This market is open early in the morning. Good prices could be given if we buy I big quantity. This market also a place for many re-seller to shop.

7. Pasar Cipulir

Pasar Cipulir is well known among the trader as the the market of textill and fashion. The same as Pasar tanah Abang, activity at this market is a combination of retail and whole-sale activity.We could have a better price if we buy more. The assortment is a litle bit less wide and deep compare to Pasar Tanah Abang, however the price quite more attractive..

8. Pasar Glodok

Pasar Glodok is well known as a central market of electronic, spare parts and industrial machine called HARCO and LINDETEVES. At the other side of Glodok Area, we could also find a lot of traditional chinese medical shop and fruit market. Glodok also known as the place to buy a recording (CD/VCD/Cassette) pirate or original, with reasonable price. Next to Pasar Glodok, there were Jalan Pinangsia, where we could find a lot of ceramic and paint for home furnishing.

For modern retailer, there are some idea that they could find at the wet market as listed below :

- Quality available in the market today.

- Assortment available in the market today.

- Many idea of display and animation.

- Price applicable in the market today.

Many idea could be adopted by modern retailer, however the most valuable thing is the close relationship between traditional retailer with their customer. If modern retailer could adopt this kind of relationship, we believe that a lot of improvement would be achieve.