Characteristics Of The Retailer | Functions

Hello welcome to this article on RETAILER: In this article I will be writing on the Characteristics and Functions of the Retailer:

Table Of Contents

1. Characteristics of retailers
2. Functions of a retailer in commerce

Characteristics of the Retailer.

Here we take a look at the characteristics of retailers in commerce:

1. Retailers sells in small Units: The retailer sells to the consumers in small units after buying in small quantities from the wholesalers. This function is one of the basic feature of retail trade.
2. Stock wide varieties of Goods: The retailer is known to stock wide variety of goods which he normally sells to the final consumer.
3. Retailer is the last link in the chain of distribution: Retailer represents the last link in the chain of distribution of goods to the consumers as he personally sells goods to the final consumers.
4. Retailers stock mainly consumers Goods: retailers are known to stock mainly consumers goods since he deals or sell directly to the final consumers.
5. Wares consists of fast selling Products: majority of the wares of retailers are fast selling products which the consumers need on daily basis.
6. Business location are close to the consumers: This is another characteristics of the retailer. Majority of the business location of the retailers are very close to the consumers for easy accessibility.
7. Business is owned by individuals: Retail business are mainly owned by individuals and in few cases by some group of people.
8. Render door to door service: Most of the retailers except the large retail business do take their goods directly to the consumers at home.

Functions of the Retailer

I believe you have learned about the characteristics of the Retailer, now let’s finally look into the functions of the Retailer below:

1. He sells in small quantities to consumers: The retailer purchases in small quantities from the wholesalers and breaks the goods down into unit for the consumers.
2. He provides after sales services: He provides after sales services like installation, repairs and servicing to the consumer.
3. He grant credit facilities to the consumers: The retailer can Grant credit facilities to the consumers as to enable them enjoy goods without paying immediately.
4. Stock varieties of Goods: The consumers can buy variety of goods from the retailers, hence, they are exposed to a wide range of goods.
5. He supplies information to the wholesaler and manufacturers: The Retailer is in the best position to collect information and feedback about the markets, as well as the needs of the consumers and makes it available to the wholesalers and manufacturer.
6. He sells at convenient locations and hours: The retailer sells goods to the consumers at anytime of the day and at covenant places.
7. Ensures door to door services: This is another functions of the retailer, the retailer ensures that goods are brought to the doorstep of the consumers or nearer to their houses.
8. He gives advice to the consumers: He can advise the consumer on the quality, uses, specifications and performance of products.

Revision Questions.

1. What are the characteristics of a retailer.
2. List the functions of the retailer

To help you further understand how this work I have written on types of trade in Commerce