Redevelopment of the College of Idaho Store

AUTHOR: Consumer Behavior Class
FACULTY: Professor Marilyn Melchiorre
DEPARTMENT: Business and Accounting Department

ABSTRACT

The College of Idaho College Store has fallen behind in catering to the widely diverse needs of its patrons. Often this leaves patrons dissatisfied and largely supportive of reform. To represent the community wishes and wants and ensuring maximization of customer satisfaction in mind, this study will assist stores management to undergo "prospective changes" based on questions related to store hours, merchandise and marketing strategies collected using surveys. The examination was conducted by 30 students in the Consumer Behavior class and involved an extensive collection of both qualitative and quantitative data in reference to design and convenience practices offered within the College Store. Outside observational research was done to better develop the survey. Students visited and analyzed the structure of the CWI, NNU and BSU college stores to develop a beneficial comparison. Questions inquired about types of new merchandise patrons would like to see available to them, current satisfaction, frequency, and motivation for purchasing etc. The data was accumulated from 350 surveys collected from the community.