This study is distinctive in that it focuses on the impact of three types of modern retail. These are the mini market, the supermarket, and the hypermarket entrance in South East Asia. Introducing a store giving high diversity and choice in developing a country with large population into an environment of convenient one shop time saving stocking an extensive product range to create high consumer diversity. A survey was conducted using a questionnaire to investigate changes in consumers’ store preferences as a result of the introduction of modern retail in West Java, and also to determine whether modern retail negatively influences sales the traditional retailers. This research focuses on retailers selling convenience goods and analyzes which attributes of modern retail practices creates an environment attracting consumers to shift their store preferences. The results will help both modern retailers and traditional retailers to understand this market better despite the potential controversy.