Customers' perceptions towards stationery section at Yaohan, The Mall / Mohamad Nazri Rob A'i.

Consumer shopping behaviour such as the choice of store is influenced by their perceptions of those stores. Perception is a complex process by which people select, organize and interpret sensory stimulation into a meaningful picture of the world. An understanding of customer perceptions is important to the retailer as a customer's decision to purchase a product will be influenced to a large extent by the way he perceives the product. His perceptions will be affected not only by the quality of the product itself, but also by the attributes which the successful retailers is able to lend to the product through displaying, pricing^ servicing and other supporting techniques. The purpose to this internship project, is to study about how the customer perceive this section towards the display, variety, quality of the merchandise, the price of the items and also the location of the merchandise within the section. In Chapter One, I will discuss about all aspects of retailing such as retail concept, Malaysian retail scene, Malaysian retail trend and so on. Chapter Two will discuss about literature review on the retail industry in Malaysia and customer perceptions.