Because retail outlets are where consumers take possession of goods, retailing is crucial to consumers in every macro-marketing system. In the case of service retailing, the retailer is also the producer. Retailing Customers often have good reasons for preferring one retailer over another. A consumer s emotional and social needs may affect the choice.
Customers use price to weigh the value offered.
Price can further be varied by use of credit terms and special discounts. Customers want reasonable convenience in retail outlets, appropriate to their expectations for the product class. Most customers want variety and choice requiring a width and depth of assortment and quality. For some products, customers look for special services like delivery. Retail salespeople who are knowledgeable, courteous, prompt, and quick at the checkout can be a principal reason for choosing a particular retailer.