FUNCTIONS OF A RETAILER:

RETAILER

A retailer is a middleman who buys goods from the manufacturer or from the wholesaler and sells to the many consumers. A retailer’s functions are numerous:

a  Provides goods in convenient quantities.

a  Provides goods in convenient locations.

a  Provides goods in convenient times.

a  Provides a variety of goods.

a  May provide pre-sales and after-sales services.

a  May provide credit facilities.

a  May provide delivery service for some goods.

a  Deals with customers’ complaints.

a  Provides advice and information to customers.

a  May provide self-service.

a  Acts as a channel of distribution between customers and the manufacturers of goods