Modern Retail Impact on Store Preference and Traditional Retailers in West Java


DOI 10.14707/ajbr.120007


Sandra Sunanto
Parahyangan Catholic University


This study is distinctive in that it focuses on the impact of three types of modern
retail. These are the mini market, the supermarket, and the hypermarket entrance in
South East Asia. Introducing a store giving high diversity and choice in developing a
country with large population into an environment of convenient one shop time
saving stocking an extensive product range to create high consumer diversity.

A survey was conducted using a questionnaire to investigate changes in consumers’
store preferences as a result of the introduction of modern retail in West Java, and
also to determine whether modern retail negatively influences sales the traditional
retailers. This research focuses on retailers selling convenience goods and analyzes
which attributes of modern retail practices creates an environment attracting
consumers to shift their store preferences. The results will help both modern retailers
and traditional retailers to understand this market better despite the potential

Keywords: retail, convenience goods, west java, store preference




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