Answer» - Retailers are people who buy goods from wholesalers or producers and sell them to consumers.
- They come in direct contact with the customers. So, they understand their taste, preference, economic conditions more than producers, wholesalers or any other middleman.
- Based on customer’s profile, they provide information about the market and explain their features, to customers .
- This way they motivate the customers to buy and this is how actual sales take place. Moreover, to boost sales they also provide facilities of home delivery, credit and installments or even tie-up with finance companies for arranging loans for customers.
- Retailers also take the responsibility of arranging after sales services like installation of product, repair or refund for damaged products, etc.
- Hence, though a retailer is the smallest and last fastener of the sales channel he plays a very important role in deciding whether sales will occur or not.
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