Date of Graduation
5-2015
Document Type
Thesis
Degree Name
Bachelor of Science in Business Administration
Degree Level
Undergraduate
Department
Accounting
Advisor/Mentor
Smith, Ronn
Committee Member/Reader
Cole, John
Abstract
Understanding the changing values and beliefs of consumers is crucial to surviving and flourishing as a retailer, supplier, or manufacturer today. It is important for businesses to adjust their focuses and strategies to meet the needs and wants of the current consumer. New generations of consumers create different trends, shopping behaviors, and concerns. Today, the shop local initiative is growing. With this in mind, I seek to determine the reasons why consumers shop locally and how millennials respond to the initiative. The goal of this research is to determine the extent to which millennials’ values align with the shop local initiative and if businesses should change their methods and strategies when it comes to shopping local. With this goal in mind, my research examines three themes: (1) local stores and big box retailers, (2) retail shopping, and (3) the millennial generation and values.
Keywords
market research, search engine optimization, consumerism, millenials
Citation
Cummins, E. (2015). The Appeal of the "Shop Local" Initiative to the Millennial Generation. Accounting Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/acctuht/15