Meaning :

It involves buying in smaller lots from the wholesalers and selling in very small quantities to the consumers for personal use. The retailer is the last link in the chain of distribution. He establishes a link between wholesalers and consumers. There are different types of retailers small as well as large. Small scale retailers includes hawkers, pedlars, general shops, etc.

Philip Kotler states " Retailing includes all activities involved in selling goods and services directly to final consumers for their personal, non-business use"