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

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 fruits and vegetables between two retail formats. The cluster sampling technique was applied to the entire population of Klang Valley area in Malaysia, and 700 respondents were randomly selected for this research. Perceived freshness, perceived quality and perceived safety of the fresh fruits and vegetables are the most important shopping drivers in a consumer's decision to purchase FFV in night market and wet market retail formats. The findings show that members of different generational cohorts have different perceptions about freshness, quality and safety of fresh fruits and vegetables purchased in night market and wet market retail formats.

Chinese Abstract这项研究的目的是确定哪些购物推动因素会影响购买新鲜水果和蔬菜（FFV）的消费者在夜市和农贸市场之间做出的选择。这项研究还调查了不同世代的群体在这两种零售形式下购买新鲜水果和蔬菜时的行为是否存在任何差异。我们把整群抽样技术应用到了马来西亚巴生谷地区的全部人口，并随机选取了700位受访者参与这项研究。当购买新鲜水果和蔬菜的消费者在夜市和农贸市场这两种零售形式之间做出决定时，影响该决定的最重要购物推动因素就是FFV的感官新鲜度、感官品质和感官安全性。研究结果表明，不同世代的群体对在夜市和农贸市场这两种零售形式下购买的新鲜水果和蔬菜的新鲜度、品质和安全性有着不同的看法。