Analysis of Consumer Behavior towards Demand for Fresh Vegetables in Fresh Markets in Mataram City

Rizka Azhari; Taslim Sjah; I Ketut Budastra

doi:10.55927/fjst.v4i11.319

Authors

Rizka Azhari University of Mataram
Taslim Sjah University of Mataram
I Ketut Budastra University of Mataram

DOI:

https://doi.org/10.55927/fjst.v4i11.319

Keywords:

Consumer Behavior, Fresh Vegetables, Fresh Market, Modern Market, Mataram City

Abstract

This study aims to analyze consumer behavior and factors influencing the demand for fresh vegetables at Fresh Market in Mataram City. The research focuses on identifying product attributes such as freshness, color, packaging, price, and availability, as well as the consumer decision-making process from need recognition to post-purchase evaluation. The method used is a literature review from 2019–2025 obtained through Google Scholar, Scopus, ScienceDirect, and MDPI databases, with thematic analysis of psychological, social, cultural, marketing, and product characteristics. The results show that freshness, packaging, color, price, and availability of vegetables are the main factors that shape quality perceptions and influence purchasing decisions. Differences in perception between traditional and modern markets are also significant; traditional markets excel in freshness and nutritional value, while Fresh Markets are valued for cleanliness, convenience, packaging, layout, and product variety. The consumer decision-making process follows classic stages, and previous experiences and satisfaction strengthen loyalty and repurchase intentions. These findings confirm that the demand for fresh vegetables in Fresh Market is influenced not only by the intrinsic quality of the product, but also by convenience, shopping experience, and non-physical attributes, so that effective marketing strategies need to balance product quality with consumer experience to increase loyalty and purchase frequency.

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