Q.Explain any three functions of a retailer.

A retailer's role goes well beyond simply reselling goods bought from a wholesaler — it includes several distinct services that make goods truly convenient for the final consumer.

A retailer performs many functions, of which three important ones may be explained as follows.

First, breaking bulk: a retailer buys goods from a wholesaler in comparatively large lots and divides them into small units — a single packet, a single item — suited to what one consumer wants to buy at a time, since very few consumers would want or be able to buy in wholesale quantities.

Second, providing a convenient location and time of purchase: a retailer's shop is generally located close to where consumers live or work, and is kept open at times that suit ordinary daily routines, saving the consumer the time, travel, and effort of dealing directly with a distant wholesaler or producer.

Third, offering personal selling assistance, after-sales service, and credit: because a retailer deals directly and repeatedly with the same local consumers, they are well placed to give advice in choosing goods, to arrange after-sales service for items like appliances, and, for trusted regular customers, to extend short-term credit — services a wholesaler, dealing at arm's length in bulk with other traders, is rarely in a position to offer.

A common mistake is naming three functions without any explanation of what each one means — for three marks, each function named should be briefly explained, not just listed.