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Enumerate the features of retail trade.

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A retailer is a business enterprise that is engaged in the sale of goods and services directly to the ultimate consumers. It has following features:

1. A retailer is the intermediary between wholesaler and the ultimate consumer. He is the last link in the chain of distribution. 

2. A retailer buys goods from wholesalers and sells them in small quantities to ultimate consumers. 

3. He maintains personal contact with his customers. 

4. Generally, a retailer deals in a wide variety of goods. 

5. He performs various marketing functions and displays goods to attract customers. 

6. A retailer usually buys goods on credit and sells on cash basis. 

7. Retail shops are generally situated near to customers.

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