THE ANALYSIS ON CONSUMER BEHAVIOR TOWARDS MODERN RETAIL SHOP AND TRADITIONAL SHOP (Case Study of Young Consumers’ Shopping Preference in Lowokwaru District, Malang)
Abstract
The emerging of modern retail shop nowadays slowly gives impact to theconsumers’ behavior especially in consumers’ shopping preference. The aims are to deeply understand how the consumers’ behavior towards modern retail shop and traditional shop and what are the factors that causing the change in consumers’ preference towards modern retail shop compare to traditional shop. By using qualitative approach the result shows that the factors that attract them to shop at traditional shop are the close shop’s location and low price compare with modern retail shop. Different with that, the respondents stated them like service, product’s quality, facility, and convenience in shopping at modern retail shop. Â
Keywords: Modern Retail Shop, Traditional Shop, Product, Shopping
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S1 ILMU EKONOMI (Internasional)
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