Career Preference for Retail Formats Among College Students: A Socialization Perspective

Abstract

College students majoring in retailing, fashion/merchandising or clothing/textiles/design (N = 387) from 12 land-grant universities were surveyed to identify their career preferences for five retail formats. An expectancy theory was adopted in assessing students' career preferences, and a socialization theory was adopted in identifying factors that influence the career socialization processes. Overall, students expressed a clear pattern of preference for upscale department stores, whereas discount stores were the least preferred venue. Socialization conditioned by shopping at various types of retailers had the most significant impact on student preferences for the retail formats. Other socialization factors (i. e., working at a specific retail store format and general socialization agents) as well as social structural variables had limited impact on the career socialization process. Implications for college educators, career counselors, retail recruiters, and students are discussed.