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This research is about shifting the shopping behavior of women from traditional markets to mobile vegetable traders (Mlijo). The results of this study indicate that there is a shifting in shopping behavior of woman from traditional market to mobile vegetable traders. Thirteen themes emerges in this study motivate woman to shift their behavior in shopping for daily needs. This shifting behavior occurs because women feel more comfortable shopping at mobile vegetable traders (Mlijo) because they can buy the need in advance directly without leaving their homes or they make order by phone.
Keywords : “Consumer Behavior”, “Shifting Behavior”, “Shopping motivation”, “Mobile Vegetable Traders (Mlijo)”