Definition of Retailer:
A Retailer is an intermediary between the manufacturer and the end customer who directly sells goods or services to the consumers. The main objective of a retailer is to provide convenience, choice, value, and quality to customers while making a profit. Retailers can operate in physical stores, online platforms, or through a combination of both. They purchase products or services from wholesalers or manufacturers in large quantities and then sell them in small quantities to consumers at a higher price. As a result, retailers create a value-added service by providing personalized assistance, information, and after-sales support to their customers. Retailers play a critical role in the economy by facilitating the movement of goods and services from producers to consumers. They also influence consumer behavior through advertising, promotions, and pricing strategies.
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