■Splitting into smallest unit: Manufacturers normally send their products to retailers in bulk in cases
or cartons to minimize their transportation cost. Retailers split the bulk in smaller quantities to suit
individual consumers’ requirements. Breaking large shipments into smaller quantities allows cus-
tomers to buy products in a volume they fi nd suitable for them.
■Providing customized services: Retailers offer a number of services to consumers according to
their personalized needs. They provide credit or hire purchase facilities, facilities of home delivery,
guarantee of products, solutions to individual customers’ problems with any product, answers to
various queries and assistance in choosing a suitable ...
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