Marketing Strategies and Customer Purchase Preferences in Madura Owned Grocery Stores in Surabaya

This study explores the marketing strategies implemented by Madura owned grocery stores in Surabaya and their influence on consumer purchase preferences amidst the dominance of modern retail. Using a qualitative case study approach, data were gathered through interviews, observations, and documentation. the findings reveal that these stores rely on relational approaches, affordable pricing strategies, strtegic locations, adn 24 hour operations as their primary competitive advantages. Social bounds with customers significantly contribute to building loyalty. The study concludes that these simple yet contextual strategies enable Madura grocery stores to remain resilient and competitive.