This last part of the supply chain, i.e., retailer selling the commodity to the consumers, fall under
the purview of retailing. This is a critical part of the supply chain. This is because not being able
to sell the commodities will result in a lot of adversity for the manufacturer. In the same way, not
being able to full the customer demands will result in customer dissatisfaction and it is possible
that customers can shift to by any competitor’s product. It is also obvious that the retailers have
the best understanding of customer demands and preferences. They also hold the key informa-
tion in the form of transaction ...
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