This study aims to determine consumer profiles, consumer motivation, and the relationship of consumer profiles with consumer motivation in buying fruits in traditional markets and modern markets in Ponorogo City. Determination of this location was done purposively at Laris Manis Fruit Kiosk and Hypermart Ponorogo City Center in Ponorogo City. Sampling in this study used quota sampling and accidental sampling with a number of 90 respondents where each place was 45 respondents. Data collection techniques using questionnaires, interviews, and observations were then analyzed descriptively and Rank Spearman. The profile of consumers who buy fruits in both places is dominated by female consumers aged 32- 43 years, and in the modern market consumers aged 44-55 years because older consumers will tend to shop in modern markets, with high school education to undergraduate, the majority work as an entrepreneur, and have high income. The results of the study of 90 consumers showed that the motivation of consumers in both places was in the motivated category. The motivation of fruit kiosk consumers in the highly motivated category comes from the price variable and fruit diversity. While the motivation of modern market consumers is in the highly motivated category derived from service and time efficiency. The correlation values of consumers' age, education, and income profiles are related to maintenance factors and motivation factors at fruit kiosks higher than modern markets.