What Are Students’ Perceptions of Retailing as a Career Choice?

Abstract

Retail firms look to graduates as a source for managers of the future. However, negative perceptions among graduates towards working in retailing may result in the industry’s failure to attract and retain the most qualified employees. The purpose of this study is to examine the perceptions of current undergraduate students in Malaysia toward a career in retailing. A quantitative methodology, using responses given by 271 undergraduate marketing students, is employed in the analysis. From the results it is clear that students generally have a relatively unfavorable image of retailing as a career.

DOI: 10.5901/ajis.2014.v3n1p363