A View from the Other Side: Customer Behavior from the Retailer's Perspective

Abstract

In retailing textbooks, customer behavior is generally viewed from the consumer's perspective and is often a review and summary of what students learn in their Principles of Marketing and Consumer Behavior classes. This teaching innovation forces students to examine the other side of the equation: the techniques retailers use to influence customer attitudes, perceptions and behavior. The innovation relies on a mix of traditional lecture, discussion, and in and out of class exercises to develop this understanding.