Course on Buyer Behavior Connects Students with Local Businesses

Students in the School of Business at St. John Fisher University recently applied classroom concepts to real-world business environments through community-engaged learning projects in Fairport. Partnering with small, owner-operated businesses, students in Professor Amy Valente’s Buyer Behavior course analyzed customer behavior, marketing strategies, and store operations, then provided actionable recommendations to support business growth.

“The goal of this project is to give students hands-on experience in understanding why consumers make the choices they do,” Valente said. “Working directly with small businesses allows students to see how classroom concepts like marketing, merchandising, and buyer psychology play out in real life.”

Over the semester, students collaborated with five Fairport retailers: Liftbridge Yarns, Skips Meat Market, What’s Good, Alter Ego Eatery, and Mescolata. Teams observed in-store logistics, store atmospherics, online platforms, and marketing efforts, while also conducting interviews with business owners to understand operational decisions and customer engagement strategies.

Student Experiences

Seniors Carter Green ’25 and Hallie Lorimer ’26 described how the project strengthened their understanding of buyer behavior and marketing concepts. “Seeing where a business can improve its website or online presence helped me apply what we learned in class to real-world situations,” said Green.

Lorimer noted that combining online research with in-person observations created a comprehensive understanding of consumer behavior and business needs. “Learning about how stores merchandise products and interact with their local community gave me insights I never could have gained in a classroom alone.”

Green also learned about the value of teamwork and communication. “We learned how to communicate effectively, share insights, and balance responsibilities across our team, especially when some members couldn’t attend site visits.”

Community Partnerships

Nancy Ragus, executive director of the Fairport Perinton Partnership, helped connect Fisher students with the participating businesses. “Small business owners are busy keeping their doors open. Having students bring fresh ideas and perspectives is invaluable, especially after challenges like COVID, construction, and road closures that have impacted the village over the past few years,” she explained.

Ragus added that many Fairport businesses are still feeling the effects of these disruptions, from reduced foot traffic to delayed projects and unexpected maintenance, which have made day-to-day operations more challenging. In this context, the collaboration with Fisher students offers not only practical insights into marketing and customer engagement but also a renewed sense of community support.

 Business Feedback

The participating businesses attended the students’ final presentations during the first week of December and shared overwhelmingly positive feedback about the experience.

“I had the best opportunity these last few months to work with two incredible groups of students from St. John Fisher University. They came in and performed a full assessment of the business reviewing strengths, challenges, and our online presence,” said Gina Chupak, who represented Mescolata. “They came up with creative ideas on how to increase growth in both the store and online. Thanks again to these great students, their teacher, Nancy from the Fairport Business Partnership, and St. John Fisher University”

Jennifer Young, from What’s Good, was impressed with how professional and capable the students were while reviewing the business and encouraged other entrepreneurs to get involved with the University. “You'll be surprised by how much you learn while sharing your own business experiences. These smart students from Fisher gave a rock-solid presentation about What’s Good!”

Impact on Students and Community

Beyond marketing insights, the project gave students a broader understanding of business operations and customer engagement strategies. “This hands-on experience has inspired me to explore marketing opportunities and consider how businesses can appeal to different buyer segments,” said Green.

Lorimer agreed, adding that it gave her a deeper understanding of how to influence consumer behavior through merchandising, social media, and targeted marketing.

Valente emphasized that the project benefits both students and the community. “This is a win-win,” she said. “Students gain real-world experience, businesses receive valuable insights, and the community benefits from the connection between emerging leaders and local enterprises.”

Through the Buyer Behavior project, Fisher students not only strengthened their academic knowledge but also contributed meaningfully to the Fairport business community, demonstrating the power of community-engaged learning.

This article was written by Ranya Alsalahi, a senior film and television studies major. Alsalahi is an intern in the Office of Marketing and Communications at Fisher for the Fall 2025 semester.