Indonesian Student Association in Thailand (PERMITHA)
Abstract
AC Nielsen Research data states that in Indonesia there are 13.450 pieces in traditional markets as fast growing middle class population many were built modern markets in some big cities. Modern market grew by 31.4 % per year, while the traditional market following the 8 % per year. If the management of traditional markets are not addressed then the traditional market will lose visitors because most middle group will choose to shop in the modern market for reasons of hygiene, safety, comfort , etc. This study aims to determine what attributes that differentiate consumers in traditional markets and modern. The basis of this research is the study of traditional market versus modern market of Indonesia. There are 8 attributes that differentiate consumers in modern markets and traditional markets , namely : price , quality, completeness goods , scales , location , security , convenience and ease of payment . With multiple analysis multiple discriminant analysis obtained that attributes of quality, completeness goods , security and comfort of an independent variable as perceived by visitors are significantly show the differentiate of traditional markets and modern . The results provide managers recommendation that more traditional markets to improve the quality of goods , goods completeness , safety and comfort in order to keep the traditional markets enjoyed by visitors middle class group.
