Concept And Meaning Of Retailing
Retailers have occupied an important place in the field of business. The retailers remain as very useful and as the last link in the channel of production and distribution. They provide goods and services to the final consumers.
Retailers purchase goods from producers or wholesalers in large quantity and sell to the consumers in small quantity. As the retailers in distribution channel closest to the consumers, they perform various useful services in marketing.
Therefore, who purchase large quantity of goods from producers or wholesalers and resell them to consumers dividing in small quantity or cutting in small pieces are called retailers. This business is called retail trade or retailing.
Features Of Retailing
The main characteristics or features of retailing can be highlighted as follows:
1. Small quantities
Retailers buy and sell goods in small quantity.
2. Sell to ultimate consumers
Retailers sell goods to ultimate final consumers.
3. Varieties of goods
A retailer can sell various necessary goods to consumers.
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4. Personal contact
A retailer establishes direct and personal contact with customers.
5. Shop display
Retailers decorate and display goods to attract customers.
6. Last link
Retailers work as the last link of distribution channel.
