Who is a Retailer?
A retailer may be defined as that trader who buys goods in small quantity from the wholesaler or directly from the manufacturer and sell in units to the public or final consumers. The retailer is an essential element in the channel of distribution because, he is the last link in the chain of distribution of goods.
He also contributes immensely in the completion of production process because he is the person who makes the goods available to the final consumer, who is the end user of a product. The retailer is important because he is nearer to the consumers.
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