A View from the Other Side: Customer Behavior from the Retailer's Perspective

Reinforcing Comprehensive Business Learning Through An Undergraduate Retailing Course: A Prospectus

“…McKay (1978) pointed to three requisites: pragmatic experience of what a retail job entails, an ability to deal with and manage personnel, and the ability to analyze information. Students learn consumer behavior from the retailer"s perspective, and understand the techniques used by retailers to influence consumer behavior (Stanton 2006). Through project components, such as running a retail store, students can attain real world knowledge and implement learning from their marketing and business courses (see Seitz and Razzouk 2002 for a retailing operation project).…”