“The Phenomenon of Personal Shoppers among Women in Urban Cities of Indonesia” (Bandung and Jakarta)

Abstract

The profession of a Personal Shopper is relatively new, which started in the 20th Century in Europe but is still seen as eccentric in Indonesia. A Personal Shopper is somebody who has a profession similar to a personal fashion stylist in which helps in choosing fashion items for the client. Before starting, a personal shopper is most likely to analyse the client based on body proportion, skin colour, fashion style, lifestyle and financial state. The way a personal shopper works can vary; either he/she will shop alongside the client or by themselves. In urban cities such as Bandung and Jakarta it can be said that the use of personal shoppers has already started to become something usual for working women, business women and or housewives. By using a personal shopper, urban women can obtain help with their need as a consumer for home living products, fashion and as an advisor to aid for their wedding day. From the perspective of a personal shopper, they can still not be identified to fulfil the marketing mix of services such as product, price, place, promotion, people, process and customer service. Therefore, for this study, the method of research used is descriptive. The technique of compiling data, apart from observations based on current phenomenon’s is the activity of a Focus Group Discussion (FGD) as the main technique. Apart from this, the researcher will also use a series of interviews and the examination of documents along with other artefacts to complete the data. For the conducting of a FGD, those involved are personal shoppers and the users of personal shoppers (urban women of Bandung and Jakarta). Keyword: Personal Shopper, Marketing Mix of Services, Consumer Behaviour