chapter  6
49 Pages

The modern consumer

The motivation for retailing as an economic activity is meeting the needs, wants and desires of consumers. Consumers may take many forms: individuals, families, households, companies, banks, government, hospitals and so on. In general, the principal consumers of the services provided by retailing are individuals and households, though intra-industry trading does take place between different parts of marketing channels. This chapter will therefore focus on the relationships between household consumers and the retailing system.