| Summary: | The growth of franchised minimarkets in the village of Prayan Kulon,
Soropadan, Sleman, generates a variety of perception from many people residing in
the area. The purpose of this research is to describe the variety of popular perceptions
on franchised minimarket business. This research using qualitative approaches which
is focused on the analysis of popular perceptions on franchised minimarkets. The
research was conducted through field survey using qualitative descriptive analysis
methods, including observation, in-depth interview, and document assessment, in
order to obtain information on the field.
The study summarized, much information can be taken from respondents in
the field. Many villagers are not pleasant with the spread of franchised minimarkets
in the area. Their resentment is caused by: (1) poor communication and
understandings, (2) licensing problems, (3) widespread concern of unhealthy
competition with traditional warungs. To address those issues, local villagers try to
halt construction projects for future minimarkets by: (1) persuasive approach, (2)
street protests, (3) new laws creation, (4) social sanctions. Although the growth is
high, the presence of minimarket doesn�t affect pre-established warungs (traditional
store) because the latter already have loyal customers. Aside from popular
resentment, some villagers don�t care much with the presence of minimarket in the
area.
It needs cooperation between the stakeholders, including local government,
minimarket franchisors, government institutions, and people in order to create mutual
relationship. Minimarket franchisors should include local villagers in their business.
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