• Rena Febrita Sarie University of Wijaya Putra Surabaya
Keywords: motivations, behavior, modern, retail


This research is about the shopping behavior of woman in modern retail. This research uses qualitative approach. This sample of study was 20 people, with the criteria ten women were housewives and ten working women by using snowball sampling technique. The result of the study that there are shopping behavior of women in modern retail in Surabaya. Five themes emerge in this study namely shopping motivations are about product, prices, processes and sales service. This motivation occurs because women feel more comfortable shopping in modern retail. The most motivated motivation by consumers is that consumers can get discount price.


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