Traditional Retail Development Model In Facing The Consumer Behavior Shifting

Suwitho Suwitho


The phenomena of modern retail development is growing rapidly in Indonesia. This condition worries traditional retailers. The aim of this research is to explore some potential problems by traditional business people in Sidoarjo, East Java. Data collection technique is using observation, and interviews with informans, namely retail traditional customers. Data analysis is using descriptive qualitative. Findings show that traditional retailers still have some potentials to develop as they have some competitive advantages such as bargaining when shopping as this is a culture and also Indonesian’s customer behaviour, closed-relationship between seller and customer and customer’s perception toward the price of traditional retailers which is relatively cheaper. The internal model development for traditional retailers must be flexible and always be improved by always adapting the shift of buyers. Externally, the local government must be involved in improving traditional markets in general.

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