Retailing

Retailing means all the activities involved in selling goods or services directly to final consumers for their personal non-business use.
Types of Retailing: Retailing can be classified in terms of several characteristics, they are:
• The amount of service they offer
• The breadth and depth of product line
• The relative price of the product and
• How they are organized
Mainly on the basis of above factors retailing are classified.
On the basis of service retailing can be classified in below four ways:
• General stores: General store is a unit marketing that is dealing business by many products. But its amount of products is very poor. It involves meeting the local demand of product.
• Single line stores: Single line store is a one-product store. But it is dealing business by the huge of that product. It is like a general store but its amount is more than general store.
• Limited line store: Limited line store is dealing business only some kinds of products but their amount is very large.
• Door to door selling: It is a small retailing business. It provides door-to-door service to the customer. That means it sells the product to the customers by going their home. Generally their amount of product is poor but they sell many types of product.
Retailing by limited product but more profit oriented: On the basis of limited product but more profit retailing, it can divide in two ways-
Super market: It is a self-service store that carries a wide variety of food, laundry and house hold products. The main characteristics of super market are it has no salesman. Customer is buyer and seller. For this reason it is called self service retailing.
• Convenience store: Convenience store is a small store located near a residential area that is opened long hours seven days a week and carries a limited of high turn over convenience goods.
Another type of retailing:
• Department store: Department store is a retail organization that carries a wide variety of product lines, typically clothing, home furnishing and household goods. Each line is operated as a separate department managed by specialist's buyers or merchandisers.
• Super store: A store almost twice the size of a regular super market that carries a large assortment of routinely purchased food and non food items and offers services such as dry cleaning, post offices, photo finishing, check cashing, bill paying, lunch counters, car case and set care.
Retailing marketing decisions
It can present the retail marketing decision in below ways by the figure
[Retailer strategy
Target market retail store positioning]|~[Retailer marketing mix
Product and service assortment
Price
Promotion
Places(location)]
Figure: Retail marketing decisions