Abstract:Using Stimulus-Organism-Response (S-O-R) framework, this study examines StimulusResponse relationships of fresh vegetable consumers' behavior in Klang Valley, Malaysia. In particular, the study focused on how loyalty drivers affect retail formats choice by the fresh vegetable (FV) consumers. The Stimuli that pertain to loyalty drivers include promotional activities, perceived price and social interaction and the Response is the retail format choice. Three hypotheses were developed and tested with the data coll… Show more
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