The Retailer

Who is a Retailer?

The retailer is a middleman who occupies the last link in the chain of distribution. He buys goods from the wholesaler, in small quantities, and sells them directly to the final consumers.

Functions of the Retailers to the Wholesaler:

1. The retailer normally buys goods in small quantities from the wholesaler, thus making the goods available for consumers to buy.            

2. Relevant information, from the consumers, is passed onto the wholesaler, by retailers, for necessary action.

3. The retailer helps in the quick movement of goods.

4. The retailer represents the wholesaler, in the areas where the wholesalers’ activities are not prominent.

Functions of the Retailers to Consumers:

1. The retailer provides the consumer with different kinds of commodities.

2. He sometimes grants credit facilities to some customers.

3. The retailer has flexible working hours. This affords consumers the opportunity to buy goods at any time.

4. The retailer provides the consumers with vital information, concerning the quality and workmanship of the products.

5. Consumers save valuable time which would have been spent going to the market, by buying goods from retailers, who hawk their goods, or by getting the products delivered to their doorstep by the retailers.