Background and Purpose of the Study
With the boom of retail sector in India, factors like expansion of retail outlets, opening of various formats, internationalization, technology implementation, competition, and customers expectation of world class experience, are demanding for more resources and talents in the retails sector. One prospective source of attracting talent is campus recruitment of college graduates. However, retailing industry is facing tough challenge to attract the best and the brightest talents due to the stereotype negative perception of retail jobs- such as long work-hours, less rewarding career, mundane work nature, low-self esteem and a low quality of work-life.
Objective of the Study:
The study was conducted to understand the Business School Students and General * Students’ perception regarding retail as a career.
Sample size:
The total sample size was 447, consisting of 244 B-School students and 203 General students.
Data Collection Methods:
The primary data was collected by interviewing the B-School students based in Hyderabad and general students with the help of a detailed questionnaire. The students were in the age group 16-24 years, general students been randomly selected from various prime location in Hyderabad like City Central, Hyderabad Central Mall, Job Fair, Shopping Malls, Prasad, Cine-Planet, Educational Exhibition etc.
Key Findings:
· The main findings of this study are:
* 60% of the students are not aware of retail job opportunities/
* 40% students have some awareness about retail career/ opportunities (34%- B-Schools students, 66%- general students)
· The young generation rates career advancement opportunities as most important factor when choosing a job. The other significant factors in the order of diminishing importance are the opportunity to advance in career, followed by work environment (flexibility of working time and place), foreign tour and perks.
· Most of the students were predetermined about their career and majority of them (60%) were not aware of retail job opportunities. About 34% of the students said that they would be interested to join retail sector; 22% said they would feel proud, on the contrary, close to 44% of students responded that they would feel shy or they would try to hide him/her if someone known visits the retail store.
· Many B-school students (54%) said that their career choices were influenced by the curriculum, media and lecturer/ friends/relatives working in field. After joining the management course, majority of students change their decision based on the campus placement and opportunity they get.
· Most of them perceived that a retail career does not have Fast Promotion, Advancement Opportunities, Good Salary, Flexibility of Working Time and Place.
On the basis of study results we conclude that students’ perception towards retail career is not very exciting and many are not aware of the opportunities in retail sector.
The study results supports the widely held view that young students are not attracted to work in retail industry and they think it is all about shelf-stacking and lacks prestige. Moreover the research demonstrates major information gaps and large areas of misconceptions about Retail industry in young people.
To catch up the present boom and to staff bright students as management trainees in the retail sector , the industry needs to concentrate in organizing the present indecisive process of engaging trainee’s and in exploring the methods to retain the staff.
* These were randomly interviewed students pursuing their studies other than business management and other masters program.
Disclaimer: The information and analysis contained in this paper is based on the understanding and views of the authors, and the authors and publishers take no responsibility for any consequences arising from the use of this information by readers.
