RETAIL MANAGEMENT

RETAILER
[MEANING,CHARECTERISTICS,FUNCTIONS & TYPES]
 MEANING OF RETAILER

The word ‘Retailer’ had been derived from the French

word ‘Re-tailer’ which means ‘to-cut again’. Obviously
then, retailing means to cut in small portions from large
lumps of goods. A retailer is last middlemen in the chain
of distribution of goods to consumers. He is a link
between the wholesalers and the consumer.
 CHARECTERISTICS OF RETAILERS
 A retailer is the link between a wholesaler and the ultimate
consumer and he is the last intermediary in distribution.

 A retailer buys goods from wholesaler in bulk and resells them

to consumers in small quantities.

 A retailer maintains a personal contact with his customers.

 Retailers aim at providing maximum satisfaction to their

customers in limited area.
A retailer makes sufficient shop display of his wares to
attract customers.

Retailers perform all the marketing functions which a

wholesaler performs and in addition emphasises on
advertisement.

Retailers deal in a variety of merchandise and are often

known as general merchants.

Usually retailers are classified into two major groups, viz.,

small scale retailers and large scale retailers.
 FUNCTIONS OF RETAILERS
BUYING
STORAGE
SELLING
RISK-BEARING
PACKING
CREDIT
SUPPLY INFORMATION
ADVERTISING
PRE-REQUISITES OF RETAILERS
The success of retail trade is based on a proper combination of
the following factors:
i. Locations
ii. Price
iii. Sales promotion
iv. Prudent buying principles
v. Knowledge of merchandise
vi. Services
vii. Efficient management
viii. Display of goods
TYPES OF RETAILERS
Itinerant Retailers:

Included under this heading are those retailers who do not

possess any shop of their own and who move from place to place to sell
their wares.

They are travelling or wandering sellers and include the following types:
(a) Hawkers
(b) Pedlars
(c) Cheap jacks
(d) Market traders
(e) Street traders
(f) One-price shops
Small Independent Retailers:
(i) Street stall-holders:
(ii) Second-hand
(iii) General shops
(iv) Speciality shops