The main characteristics of a retailer are:
1. A retailer buys goods from the wholesalers and sells them to the ultimate consumers.
2. He sells to the consumers for their own final consumption, and no,t for resale.
3. He sells in small quantities or lots.
4. He deals in large variety of goods.
5. He is the last link, intermediary or middlemen in the chain of distribution of goods from the manufacturers to the ultimate consumers.