consists of thesaleof goods ormerchandise from a fixed location, such as adepartment storeorkiosk, or by post, in smallor individual lots for directconsumptionbythe purchaser. Retailing may includesubordinated services, such as delivery.Purchasers may be individuals or businesses.Incommerce, a
buys goods orproductsin large quantities frommanufacturersorimporters, either directly orthrough awholesaler, and then sells smallerquantities to the end-user. Retailestablishments are often called shops orstores. Retailers are at the end of thesupplychain. Manufacturingmarketerssee theprocess of retailing as a necessary part of their overalldistributionstrategy.
It means a
ll the activities involved in sellinggoods & services directly to final consumer forpersonal, non-business use.
Shops may be on residential streets, shoppingstreets with few or no houses, or in ashopping centeror mall. Shopping streetsmay be forpedestriansonly. Sometimes ashopping street has a partial or fullroof toprotect customers fromprecipitation. Onlineretailing, also referred to asB2Ctype of e-commerce, andmail orderare forms of non-shop retailing.Shoppinggenerally refers to the act of buyingproducts. Sometimes this is done to obtainnecessities such as food and clothing;sometimes it is done as arecreationalactivity.Recreational shopping often involves windowshopping (just looking, not buying) andbrowsing and does not always result in apurchase.
Nature of Retailing
transactions in which thebuyer intends to consume.A Retailer:Must derive more than 1/2 of their sales fromthe ultimate consumer of the product to beclassified a retailer (less than 1/2, then theyare awholesaler).