RETAIL STRATEGY FOR TRADITIONAL MARKET IN SURABAYA CASE STUDY: PASAR KAPAS KRAMPUNG

Hapsari, Indri and Hartono, Markus and Gunawan, Andrianto (2015) RETAIL STRATEGY FOR TRADITIONAL MARKET IN SURABAYA CASE STUDY: PASAR KAPAS KRAMPUNG. Proceeding 12th International Annual Symposium on Management. ISSN 978-979-99365-9-2

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Abstract

The purpose of this study is to present suggestion for the traditional market board by determining the customer perception and expectation of six retail mix and 17 variables. A questionnaire was developed and distributed by a convenience sample to customers in Pasar Kapas Krampung Surabaya, as a representative of traditional market in Surabaya that is controlled by PD. Pasar Surya. By the descriptive analysis, expectation analysis, perception analysis, gap analysis, and quadrant analysis, the study found that the majority of the problem is facilities, so the retail strategy must be focused on some renovation and maintenance of the facilities, layout and disposal management. Traditional market vendors in conjunction with government need to enhance retail standards for traditional markets in Surabaya. The purpose is to support the traditional market to compete with modern retail. This study adds to a small but growing research stream examining retail strategy for traditional market in Surabaya.

Item Type: Article
Uncontrolled Keywords: traditional market, services quality, retail strategy
Subjects: T Technology > T Technology (General)
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Indri Hapsari 203009
Date Deposited: 27 Mar 2015 02:29
Last Modified: 27 Mar 2015 02:29
URI: http://repository.ubaya.ac.id/id/eprint/23684

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