Characteristics of Retailer

1. Purchases:

Retailers purchase different goods from wholesalers who have direct link with the manufacturer.

2. Sales:

Retailer purchases goods in order to sells them to ultimate consumers.

3. Variety of Goods:

Retailer deals in large variety of goods and provides almost all the goods of daily use e.g. sugar, flour, ghee, maize etc.

4. Quantity of Goods:

Retailers purchase goods in large quantity, which may be used for two to three weeks according to the requirements of consumers.

5 Quantity of State:

The retailer sells the goods to consumer according to their requirements in form of single unit or small lots and sometimes after opening of packing eg. one blade and one needle etc.

6.Location:

Retailers open their shops in or near the residential areas so that the customer can approach them easily. Retailers sell most of their goods on cash basis and there are only a few credit transactions.

7. Capital:

Retailers require less capital to start retail business at compared to manufacturer or wholesaler.

8. Direct Link:

Retailer has direct link with consumers. He can have an easy feedback regarding the taste and standard of consumers

9. Display of Goods:

Retailers display their goods in such a manner that customers can select the goods easily according to their need.

10. Introduction of New Goods:

As a retailer has direct link with the consumers, so he can introduce

goods to them effectively which increases he demand for new product

11. Link between Wholesaler & Consumer:

Being a bridge between wholesaler and consumer, the retailer plays an important role in distribution of goods. Retailing is considered as small scale business. Normally residents of a

12. Small Scale Business:

particular locality can approach the business point. Thus number of customers remains limited.

13. Grading:

Grading or sorting of different goods according to their quality and standard

is very important function of retailers. It enables the customer to ensure that he is paying for quality goods.

14. Fresh Food Items:

Retailers provide fresh food items like meat, fish, milk, eggs vegetables and fruits etc. to the consumers. In the absence of retailer, supply of fresh items is not possible.

15. Risk Taking:

Risk is an essential element of business activities Retailers also face risk of change in demand, decrease in sale and bad debts etc.

16. Delivery Services:

Retailers also provide home delivery services to their customers. It is an additional function performed by particular retailers.

17. Storage:

Retailers provide proper storage to the goods, which require protection for

quality and quantity at limited level.

18. Information:

Retailers pass two way information’s ie, consumers Dfa Ho to wholesaler and wholesaler to consumer. These information play vital role in future planning for both parties

19. Working Time:

The retailer tries to provide his services to consumers for maximum time. So, he opens his shop early in the morning and closes it at late night.