A retailer is a business that sells products or goods directly to consumers. One of the main functions of a retailer is the breaking of bulk. This means that retailers purchase large quantities of goods from manufacturers or wholesalers and then sell them to customers in smaller quantities that are more convenient for individual consumption.
Let's take an example to understand this better. Imagine a farmer who grows a large amount of fruits such as apples. The farmer cannot sell all the apples directly to individual customers because it would be impractical. Therefore, the farmer sells a bulk quantity of apples to a retailer.
The retailer then takes the bulk quantity of apples, divides them into smaller quantities, packages them nicely, and displays them in their store. This way, customers can easily purchase just the amount of apples they need for their personal use.
The breaking of bulk function performed by the retailer benefits both the manufacturer and the customer. Manufacturers can focus on producing goods efficiently in large quantities, while customers can conveniently purchase smaller quantities that suit their needs and preferences. Retailers act as intermediaries between manufacturers and consumers, facilitating the process of distributing products effectively.
While the other options mentioned - provision of credit facilities to relations, provision of jobs for customers, and financing of production activities - may also be undertaken by some retailers, the primary and fundamental function of a retailer is the breaking of bulk.