Gendered retailing: a study of customer perceptions of front line staff in the DIY sector

Hdl Handle:
http://hdl.handle.net/10545/621029
Title:
Gendered retailing: a study of customer perceptions of front line staff in the DIY sector
Authors:
Foster, Carley ( 0000-0003-2462-5155 )
Abstract:
This paper reports findings from a small scale study exploring the role gender plays in the interactions between customers and front-line staff in DIY retailing. Drawing on materials gathered through observations, informal discussions with staff and focus groups, this study suggests that “maleness” pervades many aspects of DIY retailing. For the respondents the image of the case retailer, B&Q, and the products sold had male connotations. Furthermore, male customers perceived male customer-facing staff to have better knowledge of technical DIY than female employees, even though this was not always the case. Given the rising interest from women in home improvements, it would appear that measures need to be put in place to create a more “inclusive” DIY store environment for female customers, and one that challenges the stereotypical assumptions held by many male home improvement customers.
Affiliation:
Nottingham Trent University
Citation:
FOSTER, C., 2004. Gendered retailing: a study of customer perceptions of front line staff in the DIY sector. International Journal of Retail and Distribution Management, 32 (9), pp. 442-447.
Publisher:
Emerald
Journal:
International Journal of Retail and Distribution Management
Issue Date:
2004
URI:
http://hdl.handle.net/10545/620788; http://hdl.handle.net/10545/621029
Additional Links:
http://irep.ntu.ac.uk/4885/; http://info.emeraldinsight.com/products/journals/journals.htm?PHPSESSID=qusjjbittt1q01uk9r0ehidug5&id=ijrdm
Type:
Article
ISSN:
0959-0552
Appears in Collections:
Centre for Business Improvement

Full metadata record

DC FieldValue Language
dc.contributor.authorFoster, Carleyen
dc.date.accessioned2016-11-09T12:52:24Z-
dc.date.accessioned2016-11-22T16:38:06Z-
dc.date.available2016-11-22T16:38:06Z-
dc.date.issued2004en
dc.identifier.citationFOSTER, C., 2004. Gendered retailing: a study of customer perceptions of front line staff in the DIY sector. International Journal of Retail and Distribution Management, 32 (9), pp. 442-447.en
dc.identifier.issn0959-0552en
dc.identifier.urihttp://hdl.handle.net/10545/620788-
dc.identifier.urihttp://hdl.handle.net/10545/621029-
dc.description.abstractThis paper reports findings from a small scale study exploring the role gender plays in the interactions between customers and front-line staff in DIY retailing. Drawing on materials gathered through observations, informal discussions with staff and focus groups, this study suggests that “maleness” pervades many aspects of DIY retailing. For the respondents the image of the case retailer, B&Q, and the products sold had male connotations. Furthermore, male customers perceived male customer-facing staff to have better knowledge of technical DIY than female employees, even though this was not always the case. Given the rising interest from women in home improvements, it would appear that measures need to be put in place to create a more “inclusive” DIY store environment for female customers, and one that challenges the stereotypical assumptions held by many male home improvement customers.en
dc.publisherEmeralden
dc.relation.urlhttp://irep.ntu.ac.uk/4885/en
dc.relation.urlhttp://info.emeraldinsight.com/products/journals/journals.htm?PHPSESSID=qusjjbittt1q01uk9r0ehidug5&id=ijrdmen
dc.titleGendered retailing: a study of customer perceptions of front line staff in the DIY sectoren
dc.typeArticleen
dc.contributor.departmentNottingham Trent Universityen
dc.identifier.journalInternational Journal of Retail and Distribution Managementen
dc.identifier.volume32en
dc.identifier.issue9en
dc.identifier.pages442-447en
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