A retailer is a business enterprise that is engaged in the sale of goods and. services directly to the ultimate consumers. The Retailer normally buys goods in

large quantities from the wholesalers and sells them in small quantities to the ultimate consumers.

The functions performed by a retailer are stated below:

(i) Delivery of the goods to the end consumer: This makes shopping for all requirements quite hassle-free for the consumers. Because the company cannot

take responsibility of deliver to every single customer, it appoints retailers. One of the functions of retailing is immediate delivery.

(ii) Finances the wholesaler: While booking the order of goods with the wholesaler, the retailer pays some percentage or the whole of the order price in advance. A retailer who does not contribute to financing will bring down the effectiveness of the supply chain.

(iii) Stores the goods according to market requirement: The retailer invests his working capital in building a gamut of inventory reflecting market requirements. The retailers know the complete demand and supply potential due to their years of experience.

(iv) Lends a hand in manufacure's marketing initiative: Retailer plans and executes many advertising and promotion activities at the point of purchase i.e.

right in his store.

(v) Provides Convenience in shopping: Retailers try to set up their shops nearby housing areas or near park, schools the areas where the customer find it very convenient to shop. This enhances the consumer welfare.