Proceedings of the 23rd International Academic Conference, Venice

FUNCTIONS OF RETAILING

BABULIA MGHEBRISHVILI, EKATERINE UROTADZE

Abstract:

Retailing plays an important role in the development of Georgia’s economy. In recent years it has changed considerably. Sales volume has increased as well as the number of employees in this sphere. According to the international rating regarding retail trading Georgia held the 6th position among 30 countries. In strengthening this position understanding and implementation of the functions of retailing plays an important role along with some other factors. The essence of retailing is expressed in its functions, so if the functions are completed properly, the tasks of retailing are usually successfully solved. At present the scientists do not have the same opinion about the functions of retailing. As a result of the analyses of different opinions about the matter, we think that the main function of retailing is delivering of the product through selling and buying to the immediate customer. In order to accomplish this function, all retailers perform certain operations, which are called by us as sub-functions. They are the following: Studying of market conjuncture; Analyses of the demand – supply ratio of certain products; Product buying and formation of product assortment; Storage of products; Price setting for products; Information provision for suppliers and buyers; Selling of the product to the immediate customer.

Keywords: Retailing, Function, Customer, Supplier.

DOI: 10.20472/IAC.2016.023.070

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