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ANALYSIS OF CONSUMER BEHAVIOR THE CABBAGE VEGETABLE MARKET IN TRADITIONAL AND MODERN SHOPPING CENTER IN PADANG CITY

This research aims to analyze consumer behavior of cabbage vegetables in traditional markets and in modern shopping center in the city of Padang. Itwas conducted from September to October 2014in two traditional markets, namely the Pasar Raya Padang andLubukBuaya and two modern shopping centers, namely Plaza Andalas and Basko Grand Mall.  This study used a survey method by collecting data from 30 people in traditional markets and 30 people in a modern shopping center through a purposive sampling method.The result shows that the overtconsumer behavior in the traditional market are averagely the consumers buy around 1 kg of cabbage with the frequency of purchase around 2-5 times per month at early morning time. The arguments of consumers to by these cabbages is its nutrition benefit, its price and their own motivation. While the overt consumer behavior in the modern shopping center aretheir habit to buy around 1 kg of cabbage with frequency of purchase around 2 times per month at day time. The decision makers of purchasing these vegetable cabbages are their own family.

The inert or covert consumers behavior observed in this research are theperception and the loyalty of the consumers. From the analysis of the cartesius diagram, in the traditional markets the attributes of freshness, price, taste and durability already meet the customer satisfaction but it is still lacking for the attribute of hygieness. Other attributes, such as, the packaging, sizes and the aromatic are not so important in influencing the consumer decision. While in the modern shopping center, the attributes of freshness, taste, durability and cleanliness already fulfill the consumers but it is still lacking for the attribute of price. Other attributesare the size, packaging and aromaticare not so important for consumers. The level of customer loyalty to this vegetable either in the traditional markets or in the modern shopping center is good enough.