Title: Issues and challenges in rebranding of Malaysian street markets

Authors: Nur Atiqah Rochin Demong; Erne Suzila Kassim; Noor'ain Mohamad Yunus; Melissa Shahrom; Sri Fatiany Abdul Kader Jailani

Addresses: Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus, 42300 Selangor, Malaysia ' Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus, 42300 Selangor, Malaysia ' Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus, 42300 Selangor, Malaysia ' Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus, 42300 Selangor, Malaysia ' Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus, 42300 Selangor, Malaysia

Abstract: Street markets, including night and farmers' markets, are considered as a less formalised economic activity. While it is considered as the bottom of the retail pyramid, studies on street markets have found that a quite substantial number of advantages that strengthen the human and social interactions. In this paper, a case study was conducted to gather insights from stakeholders on the issues and challenges of rebranding street markets. Sets of interview were conducted to provide empirical inquiries. Sellers and frequent and irregular buyer groups were selected based on purposive sampling strategy as participants. Unstructured interviews were conducted that allows for probing the answers for more input. Findings of the interviews with the respective local council, and street market sellers and buyers reveal price non-standardisation, service quality, product preference, infrastructure, convenience and accessibility and sellers' resistance to change are the key issues.

Keywords: street market; rebranding; open-air market; competitive advantage; retail market; Malaysia.

DOI: 10.1504/IJBG.2021.115305

International Journal of Business and Globalisation, 2021 Vol.28 No.1/2, pp.206 - 217

Received: 24 Nov 2018
Accepted: 03 May 2019
Published online: 27 May 2021 *

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