Student Perceptions of Marketing Careers and Career Decision Influences: A Retiling Example

Abstract

College students were surveyed to determine important personal and work-related influences on career choice, perceptions of seven marketing career paths, and intent to pursue each of these paths. Building on previous research, this study also investigated the career choice influences and likelihood of pursuit of various retail career paths.

Predicting Students’ Intent to Pursue Retailing as a Career: A Means-End Perspective

“…This finding was similar to past research on retail career preference and choice (e.g. Anderson et al 1992;Goldsberry et al 1999). The low R-square values suggest the need to identify additional predictor variables.…”

“…These items were adopted from Shim et al (1999) and Knight, Crutsinger, and Kim (2006). A single item was used to measure respondents' likelihood of pursuing careers in retailing upon graduation, evaluated on a seven-point scale where 1 = extremely unlikely, and 7 = extremely likely (Anderson et al 1992). The sample consisted of undergraduate business students of two public universities in Malaysia.…”

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

“…Retailing education -along with work experience in retailing, consumer experience with retailers and family -contributes towards socialization of students and influences their propensity to opt for a career in retailing (Shim, Gehrt and Goldsberry 1999). Anderson, Stanley and Parker (1992) found academic influences to be the most significant of all types of influences on career choice of students. Thus, the retailing course has the potential to spark interest and build competence in candidates to the extent that they may consider a career in retailing upon graduation.…”

The Role of Higher Education and Industry in Supporting Career Goals and Decision Making

“…The careerrelated decision factor items consisted of the 12 items identified by Counsell's (1996) research and the additional influence identified by Anderson et al (1992) -'information obtained from media'.…”

“…It is therefore important to understand which factors could influence the career choices that will impact on a student's career-related thinking. An early study by Anderson et al (1992) indicated that experience, the media and role models mainly influenced US students' career decisions. A study by Counsell (1996) established ten sources of career-related decision influences: information and advice from parents and close relatives; friends and acquaintances; work experiences; courses and subjects studied; tutors; role models; family ties and commitments; economic situation and job market; perceived needs; and perceived skills and abilities.…”