Definition of a retailer

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Retailer  is a businessman who purchase from wholesaler  or distributor and sell to consumer for end use of a product. It is the last channel of   FMCG product. It is the point from where the end user purchase for non commercial use.   

    

According to American Marketing Association –  “Retailing consists of activities involved in selling directly to ultimate consumer for personal or non-business use. It embraces the direct to customers sales activities of the producer, whether through his own store, by house to house counseling or mail order business”.      

  

   According to Philip kotler, “Retailing includes all the activities involved in selling goods or services to the final consumes, for personal, non-business use. A retailer or retail store is any business enterprise wholesales volume comes primarily from retailing.