Abstract:
Everything is changing in this world. Including a buying pattern of the consumer, caused by one or other reasons. This article is focused on the changing of consumer selection for the shopping of their everyday needs in the urban area. The article discussed on factor that caused of shifting from the traditional market into a modern market. This based on research which were conducted in four different city during seven weeks observations. The research was done through interview and focus groups discussion, and found that the shift into a modern market were caused by factors of location, price, promotion, facility provided. Meanwhile, some will stay in traditional market, because of some factors such as bargaining process, interpersonal relationship, and variation of the product. Further research is needed to find a form of cooperation among actors in the market and develop a positive image for both side. On the other hand, also need an involvement from the Government in socialization, implementation and evaluation of the regulation.
