Retail Executives' Perceptions of Knowledge and Skills Needed by College Graduates

Abstract

This study examined the perception of one retailer concerning knowledge and skills needed by college graduates desiring retail positions; these perceived skills and knowledge were considered important by the retailer for successful careers in merchandising. A questionnaire, developed by the researchers, was answered by 73 retail executives. Information regarding current skills and knowledge desired was analyzed in relation to retail executives' gender, age, education, current position, number of retailing positions held, and years in retailing. Analysis showed that knowledge and skills considered most important by the majority of retailers were merchandising mathematical skills and knowledge of management. Results have implications for both educators and retailers.