<![CDATA[This research was based on observable fact about price discriminatory behavior towards people from different ethnic backgrounds among market retailers in two markets in Bandar Lampung City. The objective of this research was to analyze discriminative behavior and multiculturalism among market retaliers in two markets in Telukbetung Selatan, Bandar Lampung City. Data were collected using mainly depth- interviews towards retailers in two traditional markets in Bandar Lampung City which were Pasar Gudang Lelang and Pasar Cimeng. Research results show: (1) most market ratailers treated non-Tionghoanese buyers as their own group (wonge dhewe). This indicates the presence of stronger sense of belonging towards people with similar ethnic backgrounds than towards people with different ethnic backgrounds aming market retaliers; (2) buyers from Tionghoanese ethnic background were treated as others both from ethnic and class factors by the market retaliers; (3) different price structure practice was used as an instrument of distinguising ethnic sameness and ethnic differences by the market retailers with the buyers, and this indicate discriminative behavior; (4) this discriminative bahvior indicate the lack of multicultural awareness among market retailers in two traditional market in Bandar Lampung City. (5) discriminative behavior tends to appear stronger among ethnic group interact with large Chinese ethnic group; whilst low discriminative behavior was shown by ethnic groups interact with small Tionghoanese ethnic group.  Key words: discriminative, retailer multicultural awareness, ethnic group]]>
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