Quality Aspects In Retailing

The distribution of consumer products begins with the producer and ends at the ultimate consumer. Between the producer and the consumer, there is a middleman-the retailer, who links the producers and the ultimate consumers. The word ‘retail’ is derived from the French word retaillier, meaning ‘to cut a piece off’ or ‘to break bulk’. A retailer is a person, agent, agency, company, or organization which is instrumental in reaching the goods, merchandise or services to the ultimate consumer. The nations that have enjoyed the greatest economic and social progress have been those with a strong retail sector. The ease of entry into retail business results in fierce competition and better value for customers. To enter retailing is easy and to fail is even easier. Hence in order to survive in retailing, a firm must do a satisfactory job in its primary role by providing satisfactory services to the customers. Retail stores of different sizes face distinct challenges and their sales volume influences business opportunities, merchandise purchase policies, nature of promotion and expense control measures.