| Summary: | This study is designed to make a comprehensive understanding of the attitude among consumers and explore the preferred place for Malaysian consumers to purchase fresh fruits. This study examined the purchasing pattern of local fruits consumers based on store attributes considered by the consumers in choosing the place for their fresh fruits purchase. A structured questionnaire was developed as a survey instrument which sought to gather information regarding the retail formats preference of the respondents. Four analytical techniques have been used to interpret the result which is descriptive analysis, cross tabulation analysis, mean analysis and Exploratory Factor Analysis (EFA). The outcome from this study revealed that consumer more preferred on traditional retail format rather than modern traditional retail format while purchasing the local fruits. Atmosphere of the retail market, competitive price, customer services and availability of various goods were identified as key determinants for consumer choosing the retail format. Based on this study, there was need for retail formats' managers to consider what actually consumers need and wants and equilibrium between modern and traditional retailers must be met to fulfill what consumers demands. © Published under licence by IOP Publishing Ltd.
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