Title: Survival mode strategy for traditional market in Indonesia based on consumer behaviour perspective

Authors: Ronald Ronald; Amelia Amelia

Addresses: Management Study Program, Pelita Harapan University, Surabaya Campus, 60234, Indonesia ' Management Study Program, Pelita Harapan University, Surabaya Campus, 60234, Indonesia

Abstract: Among the many traditional markets in Surabaya, there are three large traditional markets which generally sell vegetables. This research is important for the international market as Indonesia is a developing country and thus can be an example for other countries that face competition between traditional markets and modern retail. The research method used is a quantitative method using AMOS. Data collection was conducted by distributing questionnaires to 260 respondents. The results of this study show that to increase customer loyalty, sellers in traditional markets need to increase quality because what is spent in traditional markets is staple goods.

Keywords: quality; price level; price fairness; positive emotions; symbolic dimension; customer satisfaction; repurchase intention; buying behaviour; traditional market; Indonesia.

DOI: 10.1504/IJTGM.2022.120880

International Journal of Trade and Global Markets, 2022 Vol.15 No.1, pp.124 - 133

Received: 16 Jun 2020
Accepted: 22 Oct 2020
Published online: 16 Feb 2022 *

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