Retailers

RETAILERS

LARGE SCALE RETAIL SHOPS

STRUCTURE AND PROCESS OF BUSINESS

PROJECT

MABE BY: - HARSH AMBEGAONKER

ROLL NUMBER: - 5

DIVISION: - 1

FY BBA

Introduction - Retailers

The retailer is the last link in the chain of distribution commencing with the consumer. The word retailer was taken from a French word re tailler, which means ‘to cut’. Retail trade was viewed as one that cut off small portions from large portions of goods. This is the direct opposite of wholesale which means handling of whole rather than of the whole bulk divided into small parts.

The retailer can be referred as the most important intermediary. Under the present-day industrial set-up mass production is geared to the requirements of ultimate customers. Retailers being directly and intimately in touch with the consumers, occupy a strategic position in the whole system of distributors. Though there is a large verity of retail trading organisations, the basic underlying feature of retail trade is purchase of goods from the wholesaler and selling it in small lots to the consumer. Since the retailer is connected with the transfer of goods to ultimate consumer, he has to deal with people of varied tastes and temperaments. Therefore, the retailer has to be very tactful in his dealings with customers of different types. His efforts should be to please customers with the best of personal attention and services possible. In competitive retailing, the retailer may have to render certain extra services, e.g. free home delivery. In short, service is of essence in retail selling.

Functions of Retailers

The retailer performs a number of important functions on small scale or large scale connected with the marketing of products. Some important of them are:-

1. Assembling of goods from various wholesalers.

2. Estimation of consumers’ demand for these products.

3. Selling of the products to the needs and requirement of...