NEW CONCEPT IN RETAIL BUSINESS: CAN THE NAME OF ‘212 MART’ SHAPE A PURCHASE INTENTION?

Abstract

This study aims to review the literature related to consumer behaviour through the existing aspect on images, attitudes, nationality, and purchase intentions while a new concept of retailed business entering the market. The study made proposes a framework by developing theoretical concepts based on the consumer behaviour side which is formed from the activity of moslem community in Indonesia, known as 212 alumni. Focus on this study in the new concept of retail business where the 212 alumni develop retail business. Theoretical basis in the analysis of consumer behaviour using consumer behaviour analysis (CBA). Researchers assess factors that initiative consumer behaviour at 212 retail marts. This study is quietly important for managerial in improving the business of retail in Indonesia.  Therefore, this conceptual framework which resulted from customer behaviour generated the proposition that would be a consideration by managerial for decision-making.