Retailing is one of the oldest business of mankind. As the development of human civilization took place, the direct business transaction from producer to consumer gave way to direct marketing. In the modern business world, any business to consumer world, any business to consumer interaction can be termed as retailing interaction and can be termed as retailing. Retailing is the final stage of any economic activity.

            According to Philip Kotler, “Retailing includes all the activities involved in selling goods or services to the final consumers for personal or non-personal use”.

            A retailer or retail store is any business enterprise whose sales volume comes from retailing.       Retailing can be dealt with in different perspectives. Retailer is considered as one of the channel members in distribution. In this case, the retailer is serving as a postman delivering the products/services of the manufacturer. The role of retailer is simply executing the requirements of the marketer. Any organization selling to final consumer is doing retailing. Retailing is the final step in the distribution of merchandise for consumption by the end consumers. Thus the retailer is the last link to consumer in the channel of distribution from manufacturer to consumer. As the retailer is working close to consumers, they are able to understand the changing taste and preferences of consumers. Retailers’ feedback about consumers helps the manufacturers to convert the needs and wants of consumers into a real product in hand. Thus retailing is the most dynamic business.

            Retailing is any firm selling products in small quantities to final consumers for ultimate consumption purpose. It consists of all activities involved in the marketing of goods and services directly to the final consumers for their personal, family or household use. A retailer is a company or an organisation that purchases products from individuals or companies with the intent to resell those goods/services to the final consumers.

            Retailing is such a part of our everyday lives that it is often taken for granted. Customers are not aware of the sophisticated business decisions taken by the retail managers. The modern technologies adopted by the retailers are facilitating the consumers to choose their required goods and services among various varieties and brands. Retail managers are making complex decisions in selecting target markets, retail locations, merchandise and service to offer, negotiation with suppliers, motivating sales associates and deciding how to price, promote and present the merchandise in the retail outlet. In the consumer oriented marketing, retailing may be redefined as the first point of consumer contact.