Your intended audience is a retail manager who would like to better understand and utilize the key findings of the paper.
In your summary, be sure to address the following questions:
Why was this research conducted?
Which questions did the research seek to address?
How was the research conducted? Where did data come from? How was it analyzed?
What were the important variables that were measured, and how are they related to each other?
What conclusions were reached?
How does this paper impact the strategy of your intended audience? Provide specific recommendations for how they can utilize this information in their work.