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Fixed Shop Retailers

Fixed shop retailing is the very usual type of retailing in the market place. As the name suggests, they maintain permanent establishment to sell their products and hence they do not move from place to place to serve their customers. Some other features are:

  1. When compared with itinerant traders, these have larger resources and operate at a comparatively larger scale. But, there are various size groups of fixed shop retailers.
  2. These retailers may deal in various items, including customer durables as well as non durables; and
  3. This section of retailers has more credibility in the minds of consumers, and they are in a position to give better services to the consumers such as home delivery, guarantees, repairs, credit facilities, availability of spares, etc.
These retailers can be categorized into two different types by comparison of the size of their operations. These are:
  1. Small shop-keepers, and
  2. Large retailers.
Fixed Shop Small Retailers
  1. General Stores: General stores are most normally found in a local market and residential areas and as the name shows, these shops carry stock of various products required to satisfy the day-to-day requirements of the customers residing in nearby areas. These stores stay open for long hours at convenient timings and often give credit facilities to a few of their regular customers. The best advantage of these stores is convenience to the consumers in purchasing items of daily use such as grocery items, soft drinks, toiletry products, stationery and confectionery. Since mostly their consumers are residents of the same area, an important factor contributing to their success is the image of the owner and the rapport he has established with them.
  2. Specialty Shops: This type of retail shop, in recent times, has become very popular, particularly in urban places. Instead of selling various products of various types, these retail shops specialize in the sale of a specific type of products like for example, shops selling children's garments, men's wear, ladies shoes, toys and gifts, school uniforms, college books or consumer electronic goods, etc. They are some of the normally found stores of this nature in the market place. These shops are normally located in a central place where a big number of consumers can be attracted, and they provide a wide choice to the consumers in the selection of products.
  3. Street Stall Holders: Street stall holders are usually found at street crossings or other places where there is heavy flow of traffic. These traders attract floating people and deal mainly in goods of less expensive variety like hosiery products, toys, cigarettes, soft drinks, etc. They are supplied from local suppliers or wholesale merchants. The total area covered by these stall holders is very small and, hence, they handle goods on a very small quantity. The most useful advantage is that they provide convenient service to the customers in purchasing some of the items of their requirements.
  4. Secondhand Goods Shop: They deal with secondhand or used goods, like books, clothes, automobiles, furniture and similar household items. Normally people with modest means buy things from these shops. The items are sold at less expensive prices. These shops sometimes have rare objects which are of historical value and antique goods which are sold at rather heavy prices to persons who have special interest in such antique items. These selling second hand items can be located at street crossings or in busy streets in the form of a stall having very small structure — a table or a temporary platform to display the books or can have reasonably good infrastructure, as in the case of those selling furniture or used cars or scooters or motorcycles.
  5. Single Line Stores: These are those shops which deal in a specific line of products like readymade garments, watches, textiles, shoes, automobiles, tyres, computers, books, and stationery. They keep a large variety of products of the same line and are located at a central place. Most of them are organized as independent retail outlets which can be sole traders or franchise.

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