Almost two thirds of young people believe they do not have sufficient understanding of the range of jobs available in the retail sector.
Foundation Degrees, the higher education body that conducted the research, said that lack of understanding could discourage young people from applying to work in the retail industry.
However, the survey did reveal that retail was viewed by young people as the best sector in which to fulfil dreams of becoming a boss. A foundation spokeswoman said: “With a reputation as the best sector for aspiring bosses, retail is in a strong position to profit from the fantastic drive and ambition evident in tomorrow’s workforce. But employers need to make sure these people know the door is open.”