Motivation Of Mothers Shopping In Mobile Vegetable Traders In City Of Surabaya

Abstract

This research is about changing the shopping behavior of mothers from traditional markets to mobile vegetable traders in Surabaya. This research uses a qualitative approach. The sample in this study was 20 people, with the criteria of 10 homemakers and ten women working by using a snowball sampling technique. The results of this study indicate that there is a change in shopping behavior of mothers in Surabaya from traditional markets to mobile vegetable traders. Five themes emerge in this study, namely shopping motivation, products, prices, processes, and sales services. This change in consumer shopping behavior occurs because mothers feel more comfortable shopping at mobile vegetable traders because they can order in advance both ordering directly or ordering by phone.