A) Advantages of Retailer
1. Advantages to Consumer:
Availability of Goods:
Retailers help the consumers in making the goods available. Due to this, any person can purchase any thing from anywhere.
2. Credit Facility:
Retailers provide credit facilities to their regular customers. Thus consumers can satisfy their needs even without having cash.
3. Large Varieties of Goods:
From a retail shop, consumers can get various goods of their need. So there is
no wastage of time in searching the different commodities.
4. Source of Information:
Retailers provide much information to the customers regarding increase or
decrease in production or about market conditions. Thus consumers can easily adjust themselves according t new trend of the market.
5. Supply in small Quantity:
Retailers supply various goods in single units or small lots according to the requirements of consumers. In the absence of retailer, it is very difficult to purchase in such a small quantity.
6.Storage Facility:
In a retail shop, everything is available at any time. So the consumers have no need to store goods in their houses. Thus retailer provides them storage facility.
7. Delivery Service:
Some particular retailers provide home delivery service to their consumers/by this facility, consumers can get the goods at their doorstep.
8. Availability of Fresh Products:
Because of retailers services, various food products e.g. bread, milk, butter, eggs, fruits and vegetables etc. are easily available in fresh form.
9. Introduction of New Products:
Retailers introduce new products to the customers. Due to this functions, the
customers get satisfaction by purchasing the goods of better quality at lower prices.
10. Variety of Choice:
Retailer keeps variety of products to satisfy the consumer’s need. He may
fulfill the demand of any type according to the choice consumer.
11. Discount:
Sometimes, retailers offer discount facilities especially to those customers who purchase in large quantities.
12. Good Advices:
Retailers have better knowledge of quality and alternative uses of goods.
They can help their customers by giving them useful advices.
13. Price Stability:
Due to large number of retailers, a consumer can purchase a particular
commodity at uniform price from any one of them. The retailer cannot charge more
prices due to fear of loosing customer.
14. Replacement:
Retailers are bound to replace the defective goods. So, different buyers purchase the products without any fear of loss.
15. Personal Relation:
Retailers have personal and friendly relationship with their customers and wholesalers. This helps them in running the business more efficiently.
16. After Sale Services:
Retailers dealing in mechanical or electrical goods provide after sales or
repair services to customers for these items.
17. Working Time:
The retailer provides his services to customers from early in the morning, to
late at right.
18. Miscellaneous Services:
Sometimes retailers provide services to the customers other than their business lie payment of bills, collection of rent, purchases of special commodity from
big markets or cities, receiving mail and phone calls etc.
B. Advantages to Wholesalers:
1. Distribution of Goods:
Retailers provide wholesalers and manufacturers the proper outlet for their
as they have direct contact with large number of consumers.
2. Storage:
Sometimes retailers provide storage facility to wholesalers and
manufacturers especially when they have surplus production or purchases
3. Knowledge of Consumers:
Retailers are directly in contact with consumers. They know fashion, taste
and customs of consumers. Thus retailers can provide these information to
wholesalers and manufactures.
4. Financing:
Sometimes retailers make payments in advance to wholesaler if he desires. So, they can provide short-term loan to wholesalers and manufacturers.
5. Sale Promotion:
Retailers help wholesalers to maximize the sales of goods. They have direct
link with the consumers and can convince or influence the customers to purchase
any particular commodity.
6. Market Research:
Due to personal contact with the consumers, retailers know their taste and requirements. Therefore, the wholesalers and manufacturers take their help for market research.
7. Reduction in Expenses:
Sometimes, retailers use their own transport to carry the goods from wholesalers or manufacturers to the retailing point this help in reducing the expenses of wholesalers.
8. Selling in Small Quantity:
Retailers sell in small quantity even by opening the packets and seals according to the need of consumes, eg. one quarter kg sugar on one blade etc.
9.Sale of out-dated Stock:
Consumers have full confidence and Dfa Ho trust upon retailers. Therefore, retailers them easily to purchase a particular brand of old stock. For the sale of infenor and out dated goods, retailers charge more commission.
