Association of Marketing Theory and Practice Proceedings 2011


College Students' Preferences Of Retail Stores In The Neighboring Community

Document Type

Conference Proceeding

Conference Track

Sales Promotion/ Retailing

Publication Date



Student retention has become one of the important goals of higher education institutions. In an attempt to achieve that goal, the administrators have made efforts to raise students’ satisfaction with college life and enhance the quality of life. One of the important dimensions that affect the quality of college lie is social life, and the community surrounding the higher education institution has a significant impact on students’ satisfaction with social life. This study shows what college students want from the neighboring community and explores the role of demographic characteristics. Using the research methods of focus group and survey, the study finds that restaurant is the most desired type of retail business, followed by sports bar, clothing store and shoe store. Female and male students have distinct preferences in terms of retail stores.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

This document is currently not available here.