Q.Imagine life without your local market. What difficulties would a consumer face if there is no retail shop?

Retailers are the final link that brings goods from producers to us. Without them, a consumer would face many difficulties:

• No easy availability — goods would not be regularly at hand near home.
• No convenience — one would have to travel far to a manufacturer or wholesaler instead of a nearby shop open long hours.
• Forced bulk buying — wholesalers sell in large quantities, so buying small daily needs would be impossible.
• No wide selection — no single place gathering many manufacturers' products. …

Why the retailer matters. A retailer sells goods and services directly to the ultimate consumer and is the last link in the chain of distribution. Retailers keep products regularly available near where people live and provide a set of services consumers rarely notice until they are gone. Imagining life without any retail shop shows just how many difficulties a consumer would face.

Difficulties a consumer would face without retail shops:

• Loss of regular availability: The retailer's most important service is keeping products of different manufacturers regularly available so we can buy as and when needed. Without shops, goods would simply not be at hand when required.
• Loss of convenience in buying: Retailers sit close to residential areas and stay open for long hours. Without them, a consumer would have to travel long distances to a manufacturer's factory or a wholesaler's godown for even small daily needs.
• Forced bulk purchasing: Wholesalers and manufacturers sell only in large quantities. A household needing a little oil, soap or salt would be unable to buy such small amounts, since there would be no one to break bulk into small, convenient lots.
• Loss of wide selection: Retailers stock a variety of products from many manufacturers in one place. Without them, comparing and choosing among brands would mean approaching each manufacturer separately.
• No information on new products: Retailers inform customers, through display and personal selling, about the arrival and features of new products. Without them, a consumer would remain unaware of new offerings.
• No after-sales services: Services such as home delivery, supply of spare parts and attending to complaints would disappear. …