Articles
CONSUMER CHOICE OF RETAIL OUTLET: FOCUS GROUP INTERVIEWS IN MALAYSIA
Article number
831_27
Pages
237 – 246
Language
English
Abstract
Focus group interviews were used to explore the preferred place to purchase fresh fruit and vegetables among Malaysian consumers.
Results indicate that a competitive price, convenience, variety, freshness, sales promotion and a pleasant environment were the major variables which influenced the decision to purchase from a modern retail outlet or the traditional market.
The traditional market is still the preferred place to buy fresh fruit and vegetables despite the expansion in modern retail outlets.
Results indicate that a competitive price, convenience, variety, freshness, sales promotion and a pleasant environment were the major variables which influenced the decision to purchase from a modern retail outlet or the traditional market.
The traditional market is still the preferred place to buy fresh fruit and vegetables despite the expansion in modern retail outlets.
Authors
N. Chamhuri, P.J. Batt
Keywords
fresh produce, retail, supermarkets, wet markets, Malaysia
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