Functions of a Retailer
Some of the functions of a retailer are;
1. He Stocks Variety Of Goods: The retailer buys and stocks variety of goods in order to satisfy the different tastes of the consumers.
2. Sells In Units: By selling the goods in bits, the consumers are saved the trouble of spending huge amount of money on a particular commodity.
3. He Brings The Goods Nearer To The Consumers: The goods are brought to places where they are most convenient for the consumers to buy such as their doorsteps or in front of their homes.
4. He Gives Credit Facilities To Customers: He operates the system of book-me-down by allowing the customers to buy goods without paying immediately, instead, he writes down the names of the customers in his credit book and they pay later on.
5. He Advises The Consumers: He is in a position to advise the consumers on how to use certain goods especially those that require technical knowledge.
6. He Advises Both The Manufacturer And The Wholesaler: His proximity to the consumers enables him to know what they want and he conveys it to the wholesaler.
7. He Complete the Process Of Production:Â The retailer does this by taking the goods to the consumers, since production is not complete until the goods reach the final consumers.
8. He Advertises The Goods: The hawker who is also a retailer, by shouting his wares and other methods he uses in bringing the goods to the knowledge of the consumers, is involved in heavy advertisement on behalf of the wholesaler or manufacturer.
9. He Provides After-sales Services: A retailer helps the consumer to install goods such as television, stereo etc. after it had been delivered. Furthermore, retailers also help their customers to repair goods instead of returning them to the manufacturers.
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