2. Retail is the process of selling consumer goods and/or services to customers through multiple channels of distribution to earn a profit Retail is usually classified by type of product as follows food products Hard goods or durable goods soft goods or consumable goods arts

3. A retailer is a person who purchases a variety of goods in small quantities from different wholesalers and sell them to the ultimate consumer. He is the last link in the chain of distribution from the producer to the consumer. characteristics of a retailer: chain of distribution. Buy & sell He deals in general products. personal contact with the consumer. He aims at providing maximum satisfaction to the consumer. He has a limited sphere in the market.

4. function Buying & Selling Storing Personal contact Risks Bearing Arrangement Transportation Sale promotion

5. service To Wholesaler: He gives valuable market information with regard to taste, fashion and demand for the goods to the wholesaler. The retailer maintains direct contact with the customers and so he relieves the wholesaler with regard to maintenance of direct contact. He helps the wholesaler in getting their goods distributed to the consumer. He is regarded as an important link between the wholesaler and the consumer. He creates demand for the products by displaying the goods to the consumers. service

6. Service

7. Types of Retailers Mobile retailers : they do not operate from fixed business premises. Sellers move from place to place to sell goods in small quantities Hawkers Pedlars Street vendor Cheapjacks Stall holders One-price shop

8. Fixed shop Retailers;- retailer are those who have shops of their own. Small scale Retailers General store Specialty store Single lines store One price shop Street stall holders Second Hand Goods Retailers

9. Large scale retailers Departmental store Multiple shops Chain Store Consumer Co-operative store Super markets Hire purchase Trading House Vending Machine Mail order selling