The COVID-19 pandemic in the past year has made every moment have a significant difference. Especially during the month of Ramadan, at which time, the majority of Indonesians who are muslim, carry out one of their obligations, fasting. Fasting during a pandemic making some favorites activities during Ramadan cannot be done.
Ngabuburit, Buka Bersama, and Sahur on the Road, are some examples of activities that cannot be carried out because they have the potential to create new clusters for COVID-19 transmission. Even Mudik, to welcome Idul Fitri moment were also banned by the government.
And it looks like this series of things will also apply in 2021. Few times ago, the government has made a statement that this year, people in big cities like Jakarta are forbidden to do Mudik. This is quite disappointing for some of them because they are really missing their hometown.
But the statement from the government regarding the ban on Mudik is certainly based on many considerations. One big concern is the potential transmission of COVID-19. Therefore, Ramadan and Hari Raya in 2021 are likely to be the same as last year.
Talking about the habits in Ramadan, apart from the various things that have been mentioned above, shopping for necessities in large quantities, usually becomes an activity that carried out during Ramadan. In addition to fulfilling their daily basis while fasting, some of them also think they need to prepare and fulfill their need during the Hari Raya later.
These moments and habits have attracted KG Media’s attention to conduct research on what people buy during Ramadan. By using online survey methodology, this research is having 507 respondents. KG Media find a variety of interesting insights which can be a reference or benchmark for brands related to their marketing strategies to capture their target audience.
What Kind of Product that People Buy During Ramadan?
From the diagram and the first data above, it shows that there are two types of products be particular concern to the public to buy during the Ramadan. For this type of fashion, people who buy various products this type can be interpreted as their preparation for welcoming Hari Raya later.
There is a tradition where Hari Raya is identical with new clothes. This custom is so ingrained that is reflected in the data above, where fashion products are one of the most purchased types of products by society. Then, what is the interesting part when the food and beverage products also be the most purchased type too?
In fact, when fasting during days of Ramadan, they are required to endure hunger and thirst. However, 57% is a sufficient number to represent that people are very enthusiastic to let go of their hunger and thirst after fasting all day.
This number for food and beverage products can also represent a step in the preparation of the Indonesian people for celebrating Hari Raya. Apart from being attached to new clothes, Hari Raya is also identical with a victory where Indonesians who are muslim, can again eat and drink anything after one month of fasting.
The points above also relate to concerns for relatives who can come to visit the other family during Hari Raya. So, food and beverage are certainly the most common and easiest to prepare. Based on the various insights above, it is considered reasonable if food and beverage products are the things most people buy during the month of Ramadan.
From the various products above which are known to be the most purchased products during Ramadan, from a brand point of view, there are some questions arises: how do people know these products? How do they buy it? The answers to these questions will be discussed below.
Insightful Things for Brands
From the second graph and diagram above, it can be seen where people know the products they buy and how they buy them. The first thing that can be known in advance is where they know the product to be purchased.
The largest source that exposes people to the product they are going to buy is television. This point represents that TV is still be the media used by the public when spending time in Ramadan.
Various TV shows are considered to be friends for them in observing their fast. For this reason, advertising on TV is a strong reason why they buy the product. Watching TV which is an activity while fasting during Ramadan also means that the majority of people still remain in their house according to government recommendation regarding the steps of avoiding transmission of COVID-19.
Instead of using TV, the use of the internet also influences people to buy products. This is based on exposure from social media to exposure to e-commerce used by the public. This interesting insight is certainly a reference for brands to introduce and offer their products or services.
From various sources of exposure obtained by the community, there are other interesting insights that converge on how they buy the desired product. Still from the second graph and diagram above, it shows that the majority of people still buy the products they want by going directly to shops, outlets, and even malls that provide them.
Even though there are suggestions to stay at home first, but to buy products they want, people dare to leave the house and visit various places that provide the products they want to buy.
This point can represent four things. First, buying products offline can avoid disappointment if the products they buy are not the same as those offered in digital media. Second, going to the mall to buy what they want can interpreted that pandemic is not as bad as before, so they dare to leave. Third, visiting shops out there by implementing strict health protocols can prevent them from contracting COVID-19, such as the narrative from various related parties that they have consumed before. Fourth, buying products offline or visiting malls, supermarkets, and other places is a shape of entertainment or refreshment for those who are tired to just stay at home. It can be interpreted that people get their own pleasure or happiness when they leave the house to shop for their needs.
Recommendation for Brand
Instead of choosing a source of exposure for the public regarding the introduction of products or services that the brand has, unique selling points remain a value that will be considered by them to buy or use the products and services that the brand offers.
From the existing value, complete it with a variety of attractive offers. Cashbacks, promos, and discounts are still complementary weapons to attract public attention. This is related to their purchasing power which may not be maximized due to pandemic condition.
Still sounding the implementation of health protocols is an added value for the community. They will get the impression that brand continues to care about the existing condition. This point will certainly allow people to put their loyalty to the brand.