This research is about the relationship between small scale retailer and medium/big scale retailer. The purpose of this research are : to know competitive advantage of the medium/big scale retailer which can affected small scale retailer's position, the role of small scale retailer in fullfilling Middle-Upper class customers, type of small scale retailer which is still survive and competitive environment has weakened small retailer's position. The research use Statistic Descriptive as method of analysis. And to measure the relationship between the two type of retailer correlation analysis used.

The finding indicated that the existing the medium/big scale retailer seems does not affected small scale retailer's position. this is because the two kind of retailer has different target market. Small scale retailer has targeted lower income customer otherwise medium/big scale retailer has targeted medium-upper income customer. The lower income customer still perceive that the small scale retailer's role is very important. On the contrary the medium-upper class customer need very much the role of the medium/big retailer to satisfy their modern life style.