Using Visual Retail Atmospheric Audits in Retailing Education

Despite the increased utilization of observation research, marketing students rarely if ever get the opportunity to apply ethnographic or observational market research methods in their educational endeavors from both the consumer perspective as well as from the retailing/marketing perspective. To br...

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Bibliographic Details
Published in:Journal of marketing development and competitiveness 2018-12, Vol.12 (4), p.126-133
Main Authors: Stretch-Stephenson, Shirley M, Martin, Silvia L, Houston, H Rika
Format: Article
Language:English
Subjects:
Aesthetics
Audits
College students
Consumer behavior
Consumers
Education
Ethnography
Graduate students
Green buildings
Marketing
Merchandising
Observational studies
Qualitative research
Research methodology
Retail stores
Semiotics
Shopping
Strategic planning
Students
Studies
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Summary:Despite the increased utilization of observation research, marketing students rarely if ever get the opportunity to apply ethnographic or observational market research methods in their educational endeavors from both the consumer perspective as well as from the retailing/marketing perspective. To bridge the gap between knowledge and application of observation research methods to assess and determine retail strategy implementation, students were asked to assess their ability to do visual assessment of stores or a retail store audit, prior to and after visually assessing retail stores. This study explores whether students can conduct a physical retail store assessment (a retail audit) to understand what factors and rationale are utilized by retailers when they design their retail environments.
ISSN:2155-2843
2155-2843
DOI:10.33423/jmdc.v12i4.204