MENGKAJI PERBANDINGAN POLA PERILAKU KONSUMEN DI PASAR MODERN (RETAIL) DAN DI PASAR TRADISIONAL

Purwanti, Nur Indah ( Manajemen, Fakultas Ekonomi, Universitas Wijaya Kusuma Surabaya)
Khoerunnisa, Resi ( Manajemen, Fakultas Ekonomi, Universitas Wijaya Kusuma Surabaya)
Prasetyanto, Ana Eka ( Manajemen, Fakultas Ekonomi, Universitas Wijaya Kusuma Surabaya)
Annisa, Fina Rizki ( Manajemen, Fakultas Ekonomi, Universitas Wijaya Kusuma Surabaya)

Program Kreativitas Mahasiswa - Penelitian
PKM-P 2013

The purposes of this study were to explain the behavior patterns of consumers in traditional and modern markets. The sampling criteria were: women, minimum age 17 years, and had shopped at the Surabaya traditional market or modern market. The result show that factors influence consumer to purchase in the traditional market were low price and strategic location and  in the modern market were comfortable, good layout  and discounted price. The factors that affect consumers reluctant to shop in the traditional market were uncomfortable, unguaranty quality product, bad infrastructure and in the modern market were high price and no bargaining price. Keywords: modern market, traditional market, consumer behavior