First choice or fallback option? The attractiveness of South Africa’s retail industry for Gen Y members
-
DOIhttp://dx.doi.org/10.21511/ppm.15(2).2017.11
-
Article InfoVolume 15 2017, Issue #2, pp. 110-123
- 1223 Views
-
240 Downloads
This work is licensed under a
Creative Commons Attribution-NonCommercial 4.0 International License
The wholesale and retail industry is the fourth largest contributor to South Africa’s Gross Domestic Product. However, it faces the major challenge of attracting highly skilled and motivated workers. Although South African universities launched programs in retail management, attracting young talents to a career in retailing remains a tough challenge. Drawing on previous findings from the field of graduate decision-making and industry image from other countries, this research examines the perceptions and expectations of Gen Y members with regard to their field of study and their prospective career. A nationwide survey with 1363 South African first year students, in their first week at university, shows significant differences between freshmen enrolled in retail business management and those enrolled in other business majors. While retail students, as compared to other participants, tend to hold stronger positive associations with their field of study and a retail career, majoring in retailing appears to be a fallback option. Over all participants, the analysis reveals that the perception of retailing careers primarily exceeds expectations on attributes that are only of minor importance. When it comes to important career attributes like payment, work-life balance and advancement issues, the retail image lags behind that of other industries. Comparing the field of study with the preferred industry, we identify four different segments of students that qualify to be targeted by companies and universities in different ways.
- Keywords
-
JEL Classification (Paper profile tab)I23, L81, M39, O55
-
References38
-
Tables9
-
Figures1
-
- Figure 1. Student-retail relationships
-
- Table 1. Demographics
- Table 2. Current field of study
- Table 3. TOP 3 consideration set of majors
- Table 4. Role of various information sources for study decision
- Table 5. Retail and non-retail students’ ratings of information sources
- Table 6. Students’ preferred industry after graduation
- Table 7. Students’ reasons for study choice
- Table 8. Importance ratings and image of retail career
- Table 9. Retail and non-retail students’ ratings of retail career image
-
- Barber, A. E. (1998). Recruiting Employees: Individual and Organisational Perspectives. Thousand Oaks: Sage Publications.
- Broadbridge, A. M. (2003). The appeal of retailing as a career 20 years on. Journal of Retailing and Consumer Services, 10(5), 287-296.
- Broadbridge, A. M., Maxwell, G. A., and Ogden, S. M. (2007). 13_2_30: Experiences, perceptions and expectations of retail employment for Generation Y. Career Development International, 12(6), 523-544.
- Broadbridge, A. M., Maxwell, G. A., and Ogden, S. M. (2009). Selling retailing to Generation Y graduates: recruitment challenges and opportunities. The International Review of Retail, Distribution and Consumer Research, 19(4), 405-420.
- Burmann, C., Schaefer, K., and Maloney, P. (2007). Industry image: Its impact on the brand image of potential employees. Journal of Brand Management, 15(3), 157-176.
- BusinessTech. (2015). Here are South Africa’s 26 universities.
- Cable, D. M., and Graham, M. E. (2000). The determinants of job seekers’ reputation perceptions. Journal of Organizational Behavior, 21(8), 929-947.
- Cable, D. M., and Judge, T. A. (1996). Person-Organization Fit, Job Choice Decisions, and Organizational Entry. Organizational Behavior and Human Decision Processes, 67(3), 294-311.
- Deloitte. (2016). The 2016 Deloitte Millennial Survey: Winning over the next generation of leaders.
- Dicey, L. (2016). South African millennials different from US millennials.
- Eisner, S.P. (2005). Managing Generation Y. S.A.M. Advanced Management Journal, 70(4), 4-15.
- Gush, J. (1996). Graduates into the retail industry: an assessment of the nature and causes of mismatches between the needs and expectations of the retail industry and its graduate employees. International Journal of Retail & Distribution Management, 24(9), 5-12.
- Hebben, M. (2011). Handelsverband HDE gibt Startschuss fur Imagekampagne.
- Hurst, J. L., and Good, L. K. (2009). Generation Y and career choice: The impact of retail career perceptions, expectations and entitlement perceptions. Career Development International, 14(6), 570-593.
- Knight, D. K., Crutsinger, C., and Kim, H. (2006). The Impact of Retail Work Experience, Career Expectation, and Job Satisfaction on Retail Career Intention. Clothing and Textiles Research Journal, 24(1), 1-14.
- Koyana, S., and Mason, R. B. (2015). Transformation: Evaluation of the role of the W&RSETA in the last 10 years and the way forward.
- Manpower. (2011). 2011 Talent Shortage Survey.
- Martin, C.A. (2005). From high maintenance to high productivity: What managers need to know about Generation Y. Industrial and Commercial Training, 37(1), 39-44.
- Michaels, E., Handfield-Jones, H., and Axelrod, B. (2001). The War for Talent. Boston: Harvard Business Review Press.
- Mokhlis, S. (2014a). Marketing Students’ Perception of Retailing as a Career Option. The Social Sciences, 9(6), 486-491.
- Mokhlis, S. (2014b). What Are Students’ Perceptions of Retailing as a Career Choice? Academic Journal of Interdisciplinary Studies, 3(1), 363-368.
- Nedungadi, P. (1990). Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations. Journal of Consumer Research, 17(3), 263-276.
- Ng, E. S. W., Schweitzer, L., and Lyons, S. T. (2010). New Generation, Great Expectations: A Field Study of the Millennial Generation. Journal of Business and Psychology, 25(2), 281-292.
- Oh, H., Weitz, B., and Lim, J. (2016). Retail career attractiveness to college students: Connecting individual characteristics to the trade-off of job attributes. Journal of Retailing and Consumer Services, 31, 345-354.
- Podnar, K. (2004). Is It All A Question of Reputation? The Role of Branch Identity (The Case of an Oil Company). Corporate Reputation Review, 6(4), 376-387.
- PricewaterhouseCoopers. (2012). South African retail and consumer products outlook 2012- 2016.
- Retail Merchandiser. (2003). Retail Employers Must Understand Gen Y Values. Retail Merchandiser, 43(2), 12.
- Rhoads, G. K., Swinyard, W. R., Geurts, M. D., and Price, W. D. (2002). Retailing as a career: a comparative study of marketers. Journal of Retailing, 78(1), 71-76.
- Richardson, S. (2009). Undergraduates’ perceptions of tourism and hospitality as a career choice. International Journal of Hospitality Management, 28(3), 382-388.
- Rynes, S. L. (1991). Recruitment, job choice, and post-hire consequences: a call for new research directions. In M. Dunnette and L. Hough, (Eds.). Handbook of Industrial/Organizational Psychology (Vol. 2). Palo Alto, CA: Consulting Psychologists Press.
- Sutherland, M. M., Torricelli, D. G., and Karg, R. F. (2002). Employer-of-choice branding for knowledge workers. South African Journal of Business Management, 33(4), 13.
- Swinyard, W. R. (1981). The Appeal of Retailing as a Career. Journal of Retailing, 57(4), 86-97.
- Swinyard, W. R., Langrehr, F. W., and Smith, S. M. (1991). The Appeal of Retailing as a Career: A Decade Later. Journal of Retailing, 67(4), 451-465.
- Templer, A. J., and Cawsey, T. F. (1999). Rethinking career development in an era of portfolio careers. Career Development International, 4(2), 70-76.
- UNDP. (2015). Human Development Report 2015: Work fpr Human Development.
- Verquer, M. L., Beehr, T. A., and Wagner, S. H. (2003). A meta-analysis of relations between person-organization fit and work attitudes. Journal of Vocational Behavior, 63(3), 473-489.
- W&RSETA. (2014). Wholesale & Retail Sector Education and Training Authority (W&RSETA) Sector Skills Plan 2011-2016, 2014 Update. W&RSETA: Centurion.
- Wiswall, M., and Zafar, B. (2015). Determinants of College Major Choice: Identification using an Information Experiment. The Review of Economic Studies, 82(2), 791-824.