Dealing with Modern Market Poor Housewife Response in the Presence of Supermarkets and Malls in Madiun and the Surrounding Area

Abstract

Numbers of data have shown modern market Infiltration up at the local level, one through the establishment of franchise supermarkets. The construction certainly disrupts the traditional market mechanisms and economic families, especially poor families. It should be realized as in traditional markets are social relations that sustain poor families in meeting their needs.This study shows that poor families, especially housewives from poor families develop a response to the existence of the modern market. This response is developed starts with building a social construction of fulfillment and "building" modern market, especially supermarket. They developed the concept of "safe" and "comfortable." This conclusion results from studies with mixed-method approach in a number of poor families in Madiun and surrounding areas.

Keywords: Modern Market, Supermarket, Poor Families, Social Construction