Retailers provide convenient location, stock and appropriate mix of merchandise in suitable back ages in accordance with the needs of customers. Sorting 21. Provides Feedback – The retailers speak to customers and get valuable feedback about the merchandise. Sale of their goods in small quantities, 3. They can guide manufacturers to produce those articles which are likely to be in great demand in the near future due to changes in the tastes and habits of consumers. Prices, too, fluctuate. (b) By taking over the function of retailing from the wholesalers and manufacturers, retailer’s relive them from selling goods in small quantities to the consumers. A retailer gives information to consumers and displays the item in his store. 11. the one who intends to use the product) are included.It encompasses sale of goods and services from a point of purchase to the … Merchandising covers the activities of planning and supervising the marketing of goods at the right places, times and prices and in right quantities to the right customers. Even though retailers function in a limited area with a small number of customers, they always keep themselves ready to meet all the requirements of their customers. The assortment must include substitutable items of multiple brands and price points. Selling 4. Retailing includes all activities involved in selling goods or services to the final consumers for personal, non-business use. Consumers normally depend on the retailers directly to replenish their stocks at home. 1. Uploader Agreement. The number of functions performed by a particular retailer has a direct relation to the percentage and volume of sales needed to cover both their costs and profits. Variety is the different types of products offered by the retailer, e.g. Thus, without retailers it is not possible to distribute goods to the ultimate customer and if so, our wants will remain unsatisfied. It also provides customers an assortment rather than one product only. Consumers can keep a small stock of product at home as they know that this can be replenished by the retailer and can save on inventory carrying costs. The functions of the retailer can be explained as follows: A retailer is the connecting link between the wholesaler and consumer. The set of services extended by particular retailers may be part of their core product offerings or it may ‘add on’ to their product or service. Whenever the wholesaler is not capable of carrying out marketing functions transportation and warehousing of goods, retailer takes over the responsibility. A retailer is the connecting link between the wholesaler and the consumers. Required fields are marked *. Breaking bulk means physical repackaging of the products by retailers in small unit sizes according to customer’s convenience and stocking requirements. Image Guidelines 4. Retailing is a convenient, convincing and comfortable method of selling goods and services. A retailer is a guide and friend to his customer. Retailing definition is - the activities involved in the selling of goods to ultimate consumers for personal or household consumption. A retailer also educates customers about the diverse uses of new products. Organized retail is not just selling of goods, it embraces activities of marketing like grading packing, promotion and advertisements and show casing variety of … To reduce transportation costs, manufacturers and wholesalers typically ship large cartons of the product which are than tailored by the retailers into smaller quantities to meet individual computation needs. Manufacturer – the one who sources raw materials, land, labor and applies his entrepreneurial skills in the production of goods. The small retailer takes assortment decision on the basis of his experience on the other hand retailers from organized retailing depend on a detailed study of past trends and future projections. Many retailers often specialize in types of assortment like Reliance Fresh has got 15,000 merchandize like food and groceries from various companies. Availability of offseason & Seasonal goods, 6. The above process is referred to as the sorting process. Shopper’s stop targets the elite urban class, while Pantaloons is targeted at the middle class. (ix) Advertising, Salesmanship and Sales Promotion: Manufactured goods are worthless unless they pass the acid test of retail distribution. A retailer is the connecting link between manufacturers and wholesalers. All these are real benefits which retailers offer by getting close to potential customers. Producers generally offer large quantities of similar or different products and expect it to be sold in lots to concerned buyers to reduce cost, Whereas customers require variety of products to choose from and buy only in small quantities. Final consumers, by contrast, prefer a large variety of goods and services to choose from and usually buy them in small quantities. Typically, when people use the term retail store operations, they’re referring to most of the functions and jobs in stores. From advertisements, salespeople and display, shoppers learn about the characteristics and features of a product or services offered. Merchandising 2. Hence, the risk of loss due to changes in demand and changes in prices is always present. These are: The retailer buys a variety of products from the wholesaler or a number of wholesalers. enabling them to make an informed decision regarding the purchase. Customers are able to choose from a wide range of designs, sizes and brands from just one location. Marketing Function 17. They encourage consumption of goods and also provide after-sales service to their customers. This information is sent back to the wholesalers or manufacturers, who in turn will use it in their marketing strategies. They bear the risk of loss of goods by fire, theft, deterioration in quality etc., as long as they are not sold away. In the absence of retailers, it would be impossible to distribute goods to ultimate consumers, and most of our wants will remain unsatisfied. Retailers are the last middlemen in the chain of distribution who sell in small quantities to the end consumer. In case of perishable goods like fruits, vegetables, poultry or dairy products, it is necessary that the goods reach the end consumers in time. The retailer does not supply raw materials but rather offers finished goods and service in a form that the consumers want. Manufacturers usually make one or a variety of products and would like to sell their entire inventory to a few buyers to reduce costs. Functions of a … Risk-Bearing 5. They should be distinguished on account of physical dimensions and attributed e.g., colour of flavour. Functions of Retailers – Connecting Link, Marketing Function, Market Information, Helps Distribution, Creates Demand and Local Convenience, Functions of Retailers – 6 Major Functions: Sorting, Bearing Bulk, Holding Stock, Additional Services, Channel of Communication, Advertising Functions and a Few Others, Function # 6. Normally, retailers receive large quantities from suppliers to reduce their transportation costs. It helps to keep prices stable and enables the manufacturer to regulate production. Therefore, retailers, on a periodic basis, maintain the required levels of stock to meet the regular or seasonal fluctuations in the demand. Function of Retailing. First is utility regarding the form of a product that is acceptable to the customer? Retailers also offer the service of holding stock for the manufacturers. Directly to the consumer:Retail stores are the last channels of distribution where the actual sales to the customer happen. This also works the other way round in case the number of retailers is small. From advertisements, salespeople and display, shoppers learn about the characteristics and features of a product or service offered. In this context, they perform various functions like sorting, breaking bulk, holding stock, as a channel of communication, storage, advertising and certain additional services. In this context, they perform various functions like sorting, breaking bulk, holding stock, as a channel of communication, storage, advertising and certain additional services. Account Disable 12. To ensure the regular availability of the offerings, the retailers maintain appropriate levels of inventory. 11. Consumer demand is always changing. The four major activities, carried out by retailers are: An assortment is a retailer’s selection of merchandise. Retail marketing is application of marketing functions in distribution of goods to the customers. Returns and Replacements – Retailers undertake the function of taking back damaged products and replacing them with new ones.
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