Professional Documents
Culture Documents
Ans.Q.1.: The Various Functions of Retailing Are
Ans.Q.1.: The Various Functions of Retailing Are
The various functions of Retailing arei)Providing and assortment of products/serveces-All retailers offer an
assortment of product,supermarket provide an assortment of food,health and
beauty care products and household products,while the limited stores may
provide an assortment of clothing and accessories.
ii)Breaking bulk- Manufacturers and wholesalers typically ship large cartons of
product to reduce transportation costs.Retailers then back the combination of
huge quantity of products and offer then in smaller quantities to the consumers
according to their cnsumption patterns.It is called breaking the bulk.
iii)Holding inventory-Cosumer keep a small inventory of products at home and
purchase from retailers as and when they need more.By maintaining an
inventory,retailers provide a benefit to consumers, they reduce the consumers
cost of storing products.
iv)Providing services-Retailers provide services it easier for customers to buy
and use the products.Providing product guarantees, after sales service and
dealing with consumers complaints.
v)Acting as channel of comunication-Retailers act as a channel of
comunication and information between the wholesalers or suppliers and the
consumers.Manufacturers learn from retailers about the sales forecasts,delivery
delays and customers complaints.
vi)Transporting and advertising-Small manufacturers use retailers to provide
assistance with transport,storage,advertising and pre payment of merchandise.
vii)Increasing the value of products and services-The retailer serves goods
from the customer point of view,he needs in the required assortment,at the
required place and time.
viii)Providing promotional support-The retailer serves the manufacturers by
acting as a final link in the distribution chain andcreating and managing a
channel of information from manufacturer to consumer.