9. Retail

Retailing is sector where many companies are involved in strong competition. Retailing is also the last link in the distribution chain. They are the ones responsible for delivering final products. It contains all the activities that are direct linked with the sale of the product or services. Retailers are also the ones that influence the buyer because they decide for example the store location, assortment and the qualities of its employees.  They might even influences the image buyers have of the manufactures.       

Types of stores

Specialist

The assortments of specialist are very small, but with depth (meaning brands, model s etc). Costumers can often get advice from experts. They often can ask high prices for their product thanks to the extended services, store atmosphere and other added value they offer. 

Convenience store

The assortments   consist of convenience goods that provides in life necessity. Popular convenience stores are traffic stores, for example gas station or other kinds of small store in the neighborhood of train station and metro. The goods provided by convenience stores constitute a supplement to the weekly food shopping of consumers.

Supermarket

Supermarket have a very a broad and deep range of food goods. The price at this type of store has to be reasonable or the consumers. High price might cause the consumers to think that the supermarket is high and influence them to shop at other supermarket. Three success factors for supermarkets are for example: easy accessibility, reasonable and wide prices and deep assortment of food.

Self-Department Store

It is also known as hypermarket. This is a mixture of warehouse and supermarket. They carry fairly wide and deep assortment, which consist mostly of two third of durable consumer goods and other non-food products and services.  

Warehouse

These are big stores with thousands of consumers and are located in the city centre. Most of the time consumers know that the stores are attractive. The have a reasonable and deep assortment. They are presented by the atmospheric department with different cash desk.

 

Discounter

Discounter stores have a broad with low priced products. The quality of the services provide in these stores are very low. The stores are often basically furnished, radiate little atmosphere and often lie outside the city centre.