This document provides an overview of retail marketing and retailers. It defines retail as the sale of goods to end consumers for personal use. A retailer is described as the last link in the distribution chain between wholesalers and consumers, selling goods in small quantities directly to customers. Retailers perform marketing functions like advertising and maintain personal contact with customers. Their primary function is selling products, but they also store and warehouse goods, grade and pack products, extend credit, and educate customers. Retailers can be small or large fixed shops, itinerant sellers, market traders, or different store types like department stores or specialty stores.

1. RETAIL MARKETING
MANAGEMENT-19GCM42B
A.Albert Ravi

2. Retail
• Retail is the sale of goods to end
users, not for resale, but for use
and consumption by the purchaser.
• Retail is to sell in small quantities
directly to the ultimate consumer

3. RETAILER
• A retailer is last middlemen in the chain of
distribution of goods to consumers. He is a link
between the wholesalers and the consumer.
• A retailer, or merchant, is an entity
that sells goods such as clothing, groceries, or
cars directly to consumers through various
distribution channels with the goal of earning a
profit. This merchant can be a physical building
or online.

4. RETAILING
• The American Marketing Association defines
retailing as “the activities involved in selling
directly to the ultimate consumer for personal
and non-business use. It embraces direct-to-
customer sales activities of the producer,
whether through his own stores or by house-to-
house canvassing or by mail-order business.

5. Characteristics of Retailers:
• (i) A retailer is the link between a wholesaler and the
ultimate consumer and he is the last intermediary in
distribution.
• (ii) A retailer buys goods from wholesaler in bulk
and resells them to consumers in small quantities.
• (iii) A retailer maintains a personal contact with his
customers.
• (iv) A retailer makes sufficient shop display of his
wares to attract consumers.

6. Characteristics……
• (v) Retailers perform all the marketing functions which a
wholesaler performs and in addition emphasises on
advertisement.
• (vi) Retailers deal in a variety of merchandise and are
often known as general merchants.
• (vii) Usually retailers are classified into two major
groups, viz., small scale retailers and large scale retailers.
• (vii) Retailers aim at providing maximum satisfaction to
their customers in limited area.

7. Functions of a Retailer
• The primary function of a retailer is selling the
products to the customers
• The retailers perform the functions of warehousing
and storing.
• The retailer sells goods in small quantities according
to the demand and choice of consumers.
• The retailer grades the goods which are not graded
by manufacturers and wholesalers. He packs goods
in small lots for the convenience of consumers.

8. • A retailer always keeps stock of goods in anticipation of
demand. He bears the risk of loss due to fire, theft, spoilage,
price fluctuations, etc.
• Some retailers grant credit to customers and provide the
facility of return or exchange of goods.
• He persuades consumers to buy goods through personal
selling.
• Retailers provide knowledge to consumers about new
products and uses of old products.
• Retailers often carry goods from wholesalers and
manufacturers to their shops.
Functions of a Retailer……….

9. TYES OF RETAILERS
1.Itinerant or Mobile Retailers
2.Fixed Shop Retailers
3. Hawkers and Peddlers
4. Market Traders
5. Street Traders
6. Cheap Jacks
7. Fixed-Shop Small Retailers
8. Fixed-Shop Large Retailers
9.Independent Retailers
10. Chain Store Retailers
11. Manufacturer Owned
Outlet 12. Franchise Outlet
13.Department Store
14. Specialty Store
15. variety Store
16. Self Service Store
17. Limited Service Retailers
18. Full Service Retailers

10. Thank you…
• Continues………………in part-II