Student perceptions of retailing as a destination career

Abstract

Reports on the results of a questionnaire survey into the perceptions of retailing as a destination career. While some students are attracted to the industry, overall a neutral or negative perception prevails. This is conveyed from a general ignorance as to what a retail management job involves or the variety of career opportunities it provides. Often, students have only their experiences as consumers or as part‐time employees in forming their perception of it as a future career. Personal, and word of mouth, work experience can help either to persuade or to dissuade the perceptions of retailing as a destination career. Reports on the work of various bodies such as BIR, CORTCO and CRU in fostering the partnership between industry and educational providers in order to raise the image of retailing as a graduate career. Also provides recommendations on how to raise the profile of the industry.