Understanding and Characteristics of Retailing Business

Understanding Retailing

"Retailing is the final stage in the progression of merchandise from producer to consumer". (Dunne and Lusch, 2005: 4). Meanwhile, according to Berman and Evans (1992: 14): " Retailing is those business activities involved in the sale of good and sevice to consumers for their personal, family or household use ". Of opinion which has been described that can be concluded that retailing is a form of business that sells products and services directly to final consumers for consumption.

Characteristics of Retailing Business

Here are some characteristics of a retail business that sets it apart from other business entities. According to Berman and Evans (1992: 41). Characteristics of the retail business there are three, namely: small enough quantity, impulse buying and store condition. The explanation of each characteristic, as follows:

1) Small Quantity Enough

Sales of goods and services in a small enough quantity (small parties, in amounts sufficient for their own consumption in a given time period). Although the retailer to get the goods from suppliers in the form kartonan (cases), but retailers displaying and selling it in a fraction per unit (piece (s)).

2) Impulse Buying

That condition created by the availability of goods in the amount and type of a very varied so as to minimbulkan many options in the process of consumer spending. Often the consumer in the shopping process, the decision to purchase an item was not previously listed in the expenditure items (out of purchase list). This decision comes out of nowhere tersetimulasi by variations in product mix (assortment) and the item offered.

3) Store Condition

And interior environmental conditions in the shops / stores that are influenced by the location of the store, the effectiveness of lighting goods, open hours (store hours) and a competitive price.