Friday, April 14, 2006

Budaya Malas dan stabilitas dari kartel

Cerita dari seorang teman : Salah satu perbedaan cewek dan cowok :
"Kalo nemenin cewek belanja cape, soalnya untuk nyari satu barang, mereka akan compare harga dari berbagai toko yang ada. Waktu tiga jam lebih hanya untuk mencari satu item. Sedangkan kalo nemenin cowok belanja nak, soalnya mereka cenderung membeli ketika mereka suka barangnya dan harga nya masih dalam budget line. Untuk membeli satu item, hanya butuh waktu sekitar 20 menit. Alasannya cowok tidak mau keliling untuk bandingin harga adalah malas atau dalam terms yang lebih ilmiah, cost of searchingnya terlalu mahal"

Budaya malas dalam hal ini adalah perilaku konsumen yang cenderung tidak suka membandingkan harga dari satu produk dengan produk yang lainnya. Sedangkan budaya belanja (shoppers) adalah budaya yang suka membanding-bandingkan harga satu barang dari berbagai macam toko.


Stigler (JPE,1963) dan Stahl (IJIO 1989) menemukan bahwa keberadaan konsumen yang sangat suka untuk membandingkan harga (shoppers) akan menyebabkan firms cenderung untuk berkompetisi. Oleh sebab itu, perilaku kartel cenderung menghilang.

Dengan memakai argumentasi ini, kita harus menggiatkan masyarakat untuk rajin jalan-jalan dan compare price (being a shoppers) agar perilaku kartel menjadi berkurang...:D

10 comments:

kadek said...

Mr Dreamer, apakah sudah memperhitungkan searching cost nya, misalnya kaki sang pacar/suami mengantar ibu2 nya belanja. Kalo gak dpt harga murah hari ini, besoknya dilanjutkan lagi hehe. Intinya...apakah searching cost sudah diperhitungkan dalam kesimpulan ini? Apakah net-social benefitnya positif setelah memperhitungkan seraching cost?

The Dreamer said...

Well actually, I also mentioned that the "budaya malas" itu bisa juga berhubungan dengan high search cost.

Berly said...

Gimana kalo ada factor technology ? sehingga harga2 ada di internet dan bisa di compare.

Jadi tetap bisa malas di rumah dan hanya pergi ke satu toko tapi dapat harga murah (or even home delivery).

hipotesis:
- di kalangan cowok akan lebih sedikit yg actually go shopping. (kecuali yg diminta nemenin nyokap/pacar/istri belanja)
- shopper cewek tidak akan turun drastis karena bagi banyak cewek (more than to men proportionally) ada intrinsic utility of going shopping beside getting the gooda at reasonable price.

Sophie said...

Sebelumnya saya mo permisi nih..dah masuk sembarangan. Saya mahasiswa feui'03. Karena tertarik dengan topik ini saya memberanikan diri untuk sekedar berkomentar.K'lo menurut saya sebagian perempuan tidak menganggap melakukan perbandingah harga adalah suatu cost karena saya bisa sambil liat-liat barang yang lucu-lucu, gitu loh!. Jadi, waktu dan tenaga yang saya gunakan untuk compare harga bukan cost dong...malah utility saya bertambah..coz i'm happy

masarcon said...

gimana kalo kita kembali ke perumpamaan cerita (yg kayaknya jadi ilham tulisan ttg opportunity cost dalam aktivitas berbelanja ini).


The Husband Store

A store that sells husbands has just opened in New York City, where a woman may go to choose a husband. Among the instructions at the entrance is a description of how the store operates. You may visit the store ONLY ONCE !

There are six floors and the attributes of the men increase as the shopper ascends the flights. There is, however, a catch . . .. you may choose any man from a particular floor, or you may choose to go up a floor, but you cannot go back down except to exit the building! So, a woman goes to the Husband Store to find a husband . .

On the first floor the sign on the door reads:

Floor 1 - These men have jobs and love the Lord.

The second floor sign reads:

Floor 2 - These men have jobs and love kids.

The third floor sign reads:

Floor 3 - These men have jobs, love kids, and are extremely good looking.

"Wow," she thinks, but feels compelled to keep going.

She goes to the fourth floor and sign reads:

Floor 4 - These men have jobs, love kids, are drop-dead good looking and
help with the housework.

"Oh, mercy me!"she exclaims, "I can hardly stand it!"

Still, she goes to the fifth floor and sign reads:

Floor 5 - These men have jobs, love kids, are drop-dead gorgeous, help with the housework, and have a strong romantic streak.

She is so tempted to stay, but she goes to the sixth floor and the sign reads:

Floor 6 - You are visitor 4,363,012 to this floor. There are no men on this floor. This floor exists solely as proof that women are impossible to please.
Thank you for shopping at the Husband Store. Watch your step as you exit the building, and have a nice day!

[kiriman dari seorang teman] :)

The Dreamer said...

To Sophie : I totally agree with you. It is true for some shoppers, they enjoy the shopping process.

In search literature, gaining satisfaction during the search process can be representated as a nonpositive search cost, even negative search cost. For this type of consumers (shoppers) they will always search for all the price.

For further look :Stahl, IJIO, 1996.

The Dreamer said...
This comment has been removed by a blog administrator.
The Dreamer said...

To Berly :

Well, It is true technology help people in many aspects, including the seach behaviour.The existence of internet indeed decrease the cost of searching. But there are several notes:

1. Not all people enjoy to stay in front of internet comparing the price for a long time.For guys who internet freak, cost of searching could be non positive or may be negative, but not for the rest of people.

2. Not all the stores for all goods is avaiable on the internet. May be only for certain products and certain stores. In amsterdam, you can not even see the price of goods in mediamark in the internet.(only the specs of the good. CMIIW). I think, the traditional method is still the dominant method of shopping in real world.

You mentioned two hypothesis. Could you please tell me is it hypothesis for what? Is it for distribution of shoppers in the society? Well could be..

The thesis in the short "article" is just the normative statement. We should decrease the laziness in shopping (either traditionally, and modern as you mentioned) because the number of shoppers decrease the oligopolistric pricing and thus make the cartel less stabile.

pelantjong maja said...

ikutan ya.. kalo asumsinya penjual tahu bahwa pembeli suka membandingkan harga bahkan dengan tepat mengklasifikasi siapa yang membandingkan harga/tidak, maka kartel akan berkurang. masalahnya adalah informasi yang dimiliki penjual sering tidak lengkap dan detil. justru karena ketidaksempurnaan distribusi informasi inilah terjadi namanya kartel..

dHani said...

AHA!!! a gender biassed analysis on shopper behavior... hate, hate, hate something like this!! =D kidding guys...

well, i disagree that the shopper behaviour can be divided by sex/gender. i found that there are male shopper who take much time while they're shopping.. well, may not be clothes but computer, gadget stuffs (although, it did happened on clothing goods too)

i believe that there are several types of shopper and sex has nothing to do with that!!