Marketing Strategies of Traditional Market Traders During and After Ramadan: A Case Study in Lamongan Regency

Abstract

Objective: This study aims to analyze and compare the dynamics of marketing strategies applied by traditional market traders in Payaman Village, Solokuro District and Paciran District, Lamongan Regency, during the month of Ramadan and after Ramadan. Theoretical framework: This study uses  the theoretical framework consumer behavior, marketing mix (4P: product, price, place, and promotion), and the theory of adaptation of micro business strategies in the face of changes in the external environment. Literature review: A literature review shows that traditional markets still play an important role in the local economy, especially in rural and coastal areas such as Payaman and Paciran. Several previous studies have discussed the consumptive behaviour of people during Ramadan, but not many have examined the strategies taken by traders in responding to the differences in market conditions between Ramadan and afterwards. Method: This study uses a descriptive qualitative approach with a case study method. The data was collected through in-depth interviews with 20 traders who are active in two main traditional markets, namely Payaman Market and Paciran Market. Observation and documentation techniques are used to enrich the data. The analysis process is carried out through the stages of data reduction, data presentation, and thematic conclusion drawn. Results: The results of the study showed that during the month of Ramadan, traders in Payaman and Paciran tended to increase the stock of basic necessities, extend operational hours, especially before iftar and night, and carry out promotions based on religious approaches, such as inserting religious messages in communication with customers. Meanwhile, in the post-Ramadan period, traders face a decline in people's purchasing power and tend to adopt efficiency strategies, such as reducing the volume of purchases of merchandise, reducing the scale of operations, and emphasizing personal relationships with regular customers to maintain loyalty. Implications: Rrom these findings is the need to strengthen the adaptive capacity of traditional market traders to seasonal dynamics. Local governments and market managers can initiate training on time- and cultural-based marketing strategies, as well as provide logistical support during peak consumption periods such as Ramadan. Novelty: The Novelty of this study lies in its specific geographical focus, namely on two areas with different social characteristics: Payaman as an agricultural area and Paciran as a coastal area.