Authors: Neneng Siti Maryam,Heru Nurasa,Mohammad Benny Alexandri,Yogi Suprayogi Sugandi

Year: 2019, Volume 29 No. 1
Pages: 191-199


This research is carried out in Bandung, Indonesia. This study aims to examine the chance of the continuity of a traditional market by investigating significant factors that become its advantage so that it can compete and continually grow, and to know strategies conducted by traditional market traders to face the competition. The method used in this study is descriptive qualitative with a literature review, field observation and interview as the data collection technique. The result shows that the biggest competitor for traditional market traders is other traders within the traditional market itself and street vendors selling around it. Meanwhile the marketing strategies used by them to face the competitors are giving lower prices, providing various products, keeping the quality, organizing the products’ arrangement in the store neatly, giving quick service, being friendly to buyers, keeping the store clean and providing installment payment.

Keywords: traders’ strategy for competition, traditional market, continuity, government’s policy
JEL Classification: G18, M10, O17