OK Zimbabwe operates one of the country's most popular retail chains

OK Zimbabwe operates one of the country’s most popular retail chains. Image from the Chronicle.

ZIMSEC O Level Commerce Notes: Retail Trade: Retailers and their functions

  • Retail means to cut into small pieces or to reduce to smaller quantities.
  • A retailer is a middleman between wholesalers and consumers, who sells small or single units.

Functions of the retailer to consumers

  • Retailers perform a number of essential functions to consumers all of which are invaluable.
  • breaking bulk of goods they buy from wholesalers and manufacturers
  • selling in small or single units
  • being conveniently located near customers
  • selling a variety of goods
  • giving advice and information to customers
  • advertising goods on behalf of manufacturers
  • opening for long hours and even during holidays.
  • They cater for individual tastes
  • While during the same time providing
  1. a local source of supply.
  2. personal service.
  3. delivery services.
  4. credit facilities
  5. after-sales services.

Functions of the Retailer to wholesalers and manufacturers

  • buys goods from manufacturers and wholesalers or provides a ready market for the manufacturer
  • buys goods in bulk
  • clears manufacturers’ production lines
  • advertises goods on behalf of manufacturers
  • stores goods

To access more topics go to the Commerce Notes page.

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