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Introduction (1)

Retailing encompasses all activities related to selling goods or services to final consumers for personal use. Retailers provide finished goods, ensuring they are accessible to customers at the right time and place, and can be classified into independent retailers, chain stores, franchises, and consumer co-operative stores. The document emphasizes the importance of meeting customer expectations and the evolving nature of retail in response to globalization and industrialization.

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7 views12 pages

Introduction (1)

Retailing encompasses all activities related to selling goods or services to final consumers for personal use. Retailers provide finished goods, ensuring they are accessible to customers at the right time and place, and can be classified into independent retailers, chain stores, franchises, and consumer co-operative stores. The document emphasizes the importance of meeting customer expectations and the evolving nature of retail in response to globalization and industrialization.

Uploaded by

esmail mitwaly
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Retail Management

"In my whole retailing career, I have stuck to one guiding


principle: give your customers what they want…and customers
want everything: a wide assortment of good quality
merchandise, lowest possible prices, guaranteed satisfaction
with what they buy, friendly knowledgeable service, convenient
hours, free parking, and a pleasant shopping experience.

You love it when you visit a store that somehow exceeds your
expectations and you hate it when a store inconveniences you,
or gives you hard time, or just pretends you are invisible…"

– Sam Walton (Founder, Walmart)


What is Retail?
“Retailing includes all activities involved in selling
goods or services to the final consumers
for personal, non-business use.”
- Phillip Kotler
Any organization that sells the products for
consumption to the customers for their personal,
family, or household use is in the occupation of
retailing.
Functions of a Retailer
Retailor provides the goods that customer needs, in a desired
form, at a required time and place.

• A retailer does not sell raw material. He sells finished


goods or services in the form that customer wants.

• A retailer buys a wide range of products from different


wholesalers and offers the best products under one roof.
Thus, the retailor performs the function of both buying and
selling.

• A retailer keeps the products or services within easy


reach of the customer by making them available at
appropriate location.
Retail in Marketing Channels
With industrialization and globalization, the distance between
the manufacturer and the consumer has increased.

Many times a product is manufactured in one country and sold


in another.

The levels of intermediaries involved in the marketing channel


depends upon the level of service the consumer desires.
Give real examples of each of the above types…
Classification of Retailing Formats
The retailing formats can be classified into following types as shown in
the diagram:
Ownership Based Retailing
• Independent Retailers:
They own and run a single shop, and determine their policies
independently.

Their family members can help in business and the ownership of the unit
can be passed from one generation to next.

The biggest advantage is they can build personal rapport with consumers
very easily. For example, stand-alone grocery shops, florists, stationery
shops, book shops, etc.

•
• Chain Stores:
When multiple outlets are under common ownership it is
called a chain of stores. Chain stores offer and keep similar
merchandise.

They are spread over cities and regions. The advantage is,
the stores can keep selected merchandise according to the
consumers’ preferences in a particular area.

For example,……………………………
• Franchises:
These are stores that run business under an established brand
name or a particular format by an agreement between
franchiser and a franchisee.
They can be of two types:
o Business format. For example, Pizza Hut.
o Product format. For example, Coca-Cola.
What is the difference between business format and
Product format ?
• Consumers Co-Operative Stores:
These are businesses owned and run by consumers with the
aim of providing essentials at reasonable cost as compared
to market rates.
They have to be contemporary with the current business
and political policies to keep the business healthy.

For example, …………………………….

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