Functions of a Retailer

Retailer Function

The role of a retailer is to provide the products that he needs in the required quantity at the required place and at right time. This creates real benefit or utility to the customers. This comes from four different perspectives:

• is the form utility of a product that is acceptable to the customer?
• is the time utility keeping the store open when the consumers prefer to shop?
• is the place utility being available at a convenient location? and
• is ownership utility when the product is sold?

Service To The Consumer

• To supply the goods in small quantities to consumers at reasonable prices.
• To practice personal relations, courtesy, attentiveness and honesty.
• To anticipate the consumer demand and make available such stock.
• To guide the consumer in buying and providing necessary information.
• To provide replacement facility for the damages.
• To display and demonstrate the goods to attract the customers.
• To offer credit facility to regular and reliable customers.

Requirements For Retailers

• Establish the shop in a place where customers are attracted.
• Stock the goods which are needed by the customers.
• Compete in price and quality of goods to be sold.
• Be financially sound and cautious of over-stocking or under-stocking.
• Update with trends in the market and its position.
• Ensure window display and counter display to promote sales.
• Always be accessible to the customers.