Shopping drivers of generational cohorts: a comparison between night market and wet market formats for fresh fruit and vegetable purchase in Malaysia

• Main Authors: Gindi, Abdullahi Auwal, Abdullah, Amin Mahir, Ismail, Mohd Mansor, Mohd Nawi, Nolila
• Format: Article
• Language: English
• Published: Elsevier 2016
• Online Access: http://psasir.upm.edu.my/id/eprint/53813/1/Shopping%20drivers%20of%20generational%20cohorts.pdf; http://psasir.upm.edu.my/id/eprint/53813/; https://www.sciencedirect.com/science/article/pii/S1441358216300404

The objective of this study is to determine the shopping drivers that influence consumers to choose the night market or wet market for fresh fruit and vegetable (FFV) purchases. The study also investigates whether any differences in behavior among generational cohorts exist while purchasing fresh fr...