The retailer must employ efficient methods of proВmotion, i.e., salesmanship, advertising and sales promotion. ManuВfactured goods are worthless unless they pass the acid test of retail distribution. (ix) Advertising, Salesmanship and Sales Promotion: In short, the entire trade will be paralysed. In the absence of retailers, it would be impossible to distribute goods to ultimate consumers, and most of our wants will remain unsatisfied. Individual sales in small quantities is the responsibility of the retailer.

A retailer is the conВnecting link between the wholesaler and the consumers. In relation to producers and wholesalers, retailers act as the last outlet for the distribution of goods within the country. (viii) Last Outlet in the Chain of Distribution: Marketing plans are based on probable consumer demand. The retailer is the best source for the determination of the pulse of demand, e.g., changing consumer preferences and tastes, and changes in fashions. They can guide manufacturers to produce those articles which are likely to be in great demand in the near future due to changes in the tastes and habits of consumers. Manufacturers and wholesalers can secure first-hand information of the wants of conВsumers from retailers, because retailers have personal contacts with their consumers. Many people buy goods on hire-purchase or HP.

In its absence, the sale of costly consumer durable goods may not be possible on a large scale. For the sale of durable and costly goods to conВsumers, a hire-purchase or an installment sale facility is offered. People who вЂњrun an accountвЂќ with the retailer go to one shop. A credit sale is a sales promotion device, for it encourages permanent and regular customers to deal with one retailer. Credit sales offer a lot of convenience to salaried and wage-earning people.

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