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Business Studies NCERT Notes, Solutions and Extra Q & A (Class 11th & 12th)
11th 12th

Class 11th Chapters
1. Business, Trade And Commerce 2. Forms Of Business Organisation 3. Private, Public And Global Enterprises
4. Business Services 5. Emerging Modes Of Business 6. Social Responsibilities Of Business And Business Ethics
7. Formation Of A Company 8. Sources Of Business Finance 9. MSME And Business Entrepreneurship
10. Internal Trade 11. International Business

Content On This Page
Introduction to Internal Trade Internal Trade Wholesale Trade
Retail Trade Types of Retailing Trade Fixed Shop Small Retailers
Fixed Shop - Large Stores Goods and Services Tax (GST) Role of Commerce and Industry Associations in Promotion of Internal Trade
NCERT Questions Solution



Chapter 10 Internal Trade Notes, Solutions and Extra Q & A



Internal trade, or domestic trade, refers to the buying and selling of goods and services within the geographical boundaries of a nation. This chapter explains the entire mechanism of how goods travel from the producer to the final consumer within a country. It breaks down internal trade into its two primary components: Wholesale Trade and Retail Trade. Wholesalers act as a crucial intermediary, purchasing goods in bulk from manufacturers and selling them in smaller quantities to retailers. The chapter details the valuable services wholesalers provide to both manufacturers (facilitating large-scale production, risk-bearing, financial assistance) and retailers (availability of goods, credit facilities, market knowledge).

The second component, Retail Trade, involves selling goods directly to the ultimate consumers. The chapter explores the diverse world of retailing by classifying retailers into two main types. Itinerant retailers are mobile traders without a fixed place of business, such as hawkers and peddlers. Fixed-shop retailers are more common and are further divided into small-scale (like general stores and specialty shops) and large-scale retailers. It provides a detailed analysis of large-scale formats like departmental stores, chain stores (multiple shops), mail-order houses, and supermarkets, comparing their features, advantages, and limitations.

Introduction to Internal Trade

Trade, in its most fundamental sense, refers to the buying and selling of goods and services with the primary objective of earning a profit. It is a cornerstone of economic activity and has been an integral part of human civilization since its earliest days. In the modern era, the importance of trade has magnified immensely. The constant innovation and development of new products, coupled with the global infrastructure to make them available for consumption worldwide, have made trade more critical than ever.


No individual, region, or country can be entirely self-sufficient; it is impossible to produce all the goods and services required to satisfy the diverse and evolving needs of a population. This reality gives rise to the principle of specialization and exchange. Each entity—be it an individual, a firm, or a nation—focuses on producing what it is best suited to produce and then exchanges its surplus produce with others to acquire what it needs. This process of exchange is what constitutes trade.


Based on the geographical location of the buyers and sellers, trade can be broadly classified into two main categories:

  1. Internal Trade: Trade that takes place within the geographical boundaries of a single country.

  2. External Trade: Trade that occurs between two or more countries.

This chapter will focus in detail on the meaning, nature, and different types of internal trade. It will also explore the vital role played by intermediaries like wholesalers and retailers, and the supportive function of chambers of commerce in promoting a healthy and efficient internal trade environment.



Internal Trade

The buying and selling of goods and services that takes place within the geographical boundaries of a nation is referred to as internal trade. It is also known as domestic trade or home trade. Whether a product is purchased from a neighbourhood shop, a central market, a large departmental store, a shopping mall, a door-to-door salesperson, or an exhibition, all these transactions are examples of internal trade because the goods are bought and sold within the same country.


A key characteristic of internal trade is that no customs duty or import duty is levied on such transactions, as the goods involved are part of the country's domestic production and are intended for domestic consumption. Furthermore, payments for these transactions are generally made in the national currency, which is the legal tender of the country.


Internal trade can be classified into two broad categories:

  1. Wholesale Trade: This involves the purchase and sale of goods and services in large quantities, primarily for the purpose of resale or intermediate use. The traders involved are called wholesalers.

  2. Retail Trade: This involves the purchase and sale of goods in relatively small quantities, generally to the ultimate consumers for their personal use. The traders involved are called retailers.

Both wholesalers and retailers are crucial marketing intermediaries. When products need to be distributed to a large number of buyers scattered across a wide geographical area, it becomes impractical for producers to reach every consumer directly. This is where the network of wholesalers and retailers becomes essential. The ultimate aim of a well-functioning internal trade system is to ensure the smooth, speedy, and equitable distribution of goods within a nation at a reasonable cost.



Wholesale Trade

Wholesale trade refers to the buying and selling of goods and services in large quantities for the purpose of resale or intermediate use. Wholesaling is concerned with the activities of those persons or establishments which sell to retailers and other merchants, and/or to industrial, institutional, and commercial users, but who do not sell in significant amounts to the ultimate consumers. Wholesalers act as a vital link between manufacturers and retailers.


They enable producers to reach a vast number of buyers spread over a wide geographical area by serving as a bridge to the retailers. In doing so, they perform a variety of essential functions in the distribution process. Wholesalers typically take title to the goods, meaning they purchase the goods in their own name and bear the business risks associated with price fluctuations, spoilage, and obsolescence. They purchase in bulk from manufacturers and sell in smaller lots to retailers or industrial users. Their key activities include grading products, packing them into smaller, convenient lots, storage and warehousing, transportation, promotion of goods, and gathering crucial market information. If wholesalers did not exist, these essential functions would have to be performed by either the manufacturers or the retailers, both of whom may not be equipped to do so efficiently.


Services of Wholesalers

Wholesalers provide a wide range of valuable services to both manufacturers and retailers, greatly facilitating the distribution of goods and services. By making products available at a place where they are needed (place utility) and at a time when they are needed (time utility), they add significant value to the supply chain.

Services to Manufacturers

The major services offered by wholesalers to the producers of goods and services include:

Services to Retailers

The important services offered by wholesalers to retailers are:



Retail Trade

A retailer is a business enterprise that is engaged in the sale of goods and services directly to the ultimate consumers for their personal, non-business use. A retailer normally buys goods in large quantities from wholesalers and sells them in convenient small quantities to the final consumers. Retailing represents the final stage in the channel of distribution, where the ownership of goods is transferred from the hands of the manufacturer or wholesaler to the final consumer.


Retailing is, thus, that branch of business which is dedicated to selling goods and services to the ultimate consumers for their personal consumption. This can happen through various methods—in person, over the telephone, or via vending machines—and at different locations, such as in a physical store, at the customer's home, or by the roadside. Irrespective of 'how' or 'where' the products are sold, if the sale is made directly to the final consumer, it is considered retailing.


Services of Retailers

Retailers serve as the crucial final link between producers and final consumers. In this position, they provide a host of useful services to consumers, wholesalers, and manufacturers.

Services to Manufacturers and Wholesalers

The invaluable services that retailers render to wholesalers and producers include:

Services to Consumers

The important services of retailers from the consumer's point of view are:


Terms of Trade

The following are some of the main terms used in trade documents and contracts:

  1. Cash on Delivery (COD): This refers to a type of transaction in which the payment for goods is made by the buyer at the time of their physical delivery. If the buyer is unable to make the payment when the goods are delivered, the goods are returned to the seller.

  2. Free on Board (FOB) or Free on Rail (FOR): This refers to a contract between the seller and the buyer in which the seller's responsibility is to bear all expenses (like transport and insurance) up to the point of delivering the goods to a specified carrier (it may be a ship, a train, or a lorry). Once the goods are on board the carrier, the ownership and risk transfer to the buyer.

  3. Cost, Insurance, and Freight (CIF): This is a price term which indicates that the price of the goods includes not only the cost of the goods but also the insurance and freight charges payable on the goods up to the specified destination port.

  4. Errors and Omissions Excepted (E&OE): This is a phrase often used in trade documents like invoices and quotations to state that mistakes and things that have been forgotten or omitted should be taken into account and corrected. It is a disclaimer that frees the party issuing the document from liability for clerical errors.



Types of Retailing Trade

The world of retailing is incredibly diverse. To understand it better, retailers can be classified based on various criteria. For example, based on the 'size of business', they can be categorized into large, medium, and small retailers. Based on the 'type of ownership', they can be classified as sole proprietorships, partnership firms, cooperative stores, or companies. Another common classification is based on the 'merchandise handled', which includes speciality stores, supermarkets, and departmental stores.


However, one of the most fundamental ways to classify retailers is based on whether or not they have a fixed place of business. On this basis, there are two broad categories of retailers:

  1. Itinerant Retailers

  2. Fixed Shop Retailers

Both these types of retailers, with their various sub-categories, will be described in detail in the following sections.


Itinerant Retailers

Itinerant retailers are traders who do not have a fixed, permanent place of business from which to operate. They are mobile retailers who keep moving with their wares from street to street or from one locality to another in search of customers.

Characteristics

Some of the most common types of itinerant retailers operating in India are:

(i) Peddlers and Hawkers

Peddlers and hawkers are perhaps the oldest form of retailers and continue to be a vital part of the market. They are small producers or petty traders who carry their products on a bicycle, a hand cart, a cycle-rickshaw, or even on their heads. They move from place to place and from house to house to sell their merchandise directly at the doorstep of the customers. They generally deal in non-standardised and low-value products such as toys, vegetables, fruits, fabrics, snacks, and ice creams.

(ii) Market Traders

Market traders are small retailers who open their shops at different places on fixed days or dates. A classic example of this is the weekly markets or 'haats' that are common in rural and semi-urban areas. These traders may specialize in a particular line of merchandise, like fabrics or toys, or they may be general merchants. They primarily cater to the lower-income group of customers and deal in low-priced consumer items of daily use.

(iii) Street Traders (Pavement Vendors)

Street traders are small retailers who are commonly found at places where a huge floating population gathers, such as near railway stations, bus stands, and cinema halls. They sell consumer items of common use, such as stationery items, eatables, newspapers, and magazines. They are different from market traders in the sense that they do not change their place of business as frequently, often occupying the same pavement spot for a considerable period.

(iv) Cheap Jacks

Cheap jacks are petty retailers who set up independent shops of a temporary nature in a business locality. They keep changing their business from one locality to another, depending on the potential of the area, but their change of place is not as frequent as in the case of hawkers or market traders. They deal in a variety of consumer items and may also offer services such as the repair of watches, shoes, and buckets.


Fixed Shop Retailers

This is the most common and visible type of retailing in the marketplace. As the name suggests, these are retailers who maintain a permanent establishment or shop to sell their merchandise. They do not move from place to place to serve their customers; instead, customers come to their fixed location.

Characteristics

Types

Fixed-shop retailers can be further classified into two distinct types based on the size of their operations:

  1. Small Shopkeepers

  2. Large Retailers

The different types of retailers falling under these two broad categories are described below.



Fixed Shop Small Retailers

This category forms the backbone of the retail sector in India and includes the vast majority of retail establishments.


(i) General Stores

General stores, often known as 'kirana' shops, are most commonly found in local markets and residential areas. As their name indicates, these shops carry a stock of a wide variety of products required to satisfy the day-to-day needs of consumers residing in the nearby localities. Their product range typically includes grocery items, soft drinks, toiletry products, stationery, and confectionery. A key feature of these stores is their convenience; they often remain open for long hours and frequently provide informal credit facilities to their regular customers. The personal rapport between the owner and the local customers is a crucial factor in their success.

(ii) Speciality Shops

This type of retail store is increasingly popular, especially in urban areas. Instead of selling a variety of products, these retail stores specialize in the sale of a specific line of products. Examples include shops that exclusively sell children's garments, men's wear, ladies' shoes, toys and gifts, school uniforms, or consumer electronic goods. These shops are generally located in central places where they can attract a large number of customers. Their main advantage is that they offer a deep assortment and a wide choice to customers within their specific product category.

(iii) Street Stall Holders

These are small vendors who operate from semi-permanent stalls located at street crossings or other places with a heavy flow of foot traffic. They typically attract floating customers and deal mainly in goods of a cheap variety, such as hosiery products, toys, cigarettes, and soft drinks. They source their supplies from local suppliers and wholesalers and operate on a very small scale. Their main advantage is providing convenience to customers for impulse purchases.

(iv) Second-hand Goods Shops

These shops specialize in dealing in second-hand or used goods. Their product range can include items like books, clothes, automobiles, furniture, and other household goods. Generally, people with modest means purchase goods from such shops, as they are sold at significantly lower prices. However, some of these shops may also stock rare objects of historical value and antique items, which are sold at high prices to collectors and enthusiasts with a special interest in such goods.



Fixed Shop - Large Stores

These are large-scale retail establishments that operate with a large amount of capital and deal in a high volume of goods. They have become a prominent feature of the urban retail landscape.


1. Departmental Stores

A departmental store is a large retail establishment that offers a wide variety of products, which are classified and organized into well-defined departments. The aim is to satisfy practically every customer's need under one roof. Each department specializes in one kind of product. For example, a single store may have separate departments for toiletries, medicines, furniture, groceries, electronics, and clothing. The defining philosophy is to offer "all shopping under one roof." In India, examples of stores that operate on this model include Shoppers Stop, Lifestyle, and Pantaloons.

Features

Advantages

Limitations


2. Chain Stores or Multiple Shops

Chain stores or multiple shops are networks of retail shops that are owned and operated by a single organization, which can be a manufacturer or an intermediary. Under this arrangement, a number of shops with a similar appearance and layout are established in different localities across the country. These shops normally deal in standardized and branded consumer products that have a rapid sales turnover. They are characterized by identical merchandising strategies, with identical products and store displays. In India, Bata shoe stores, Raymond's showrooms, and fast-food chains like McDonald's and Domino's are classic examples of this format.

Features

Advantages

Limitations


Difference between Departmental Stores and Multiple Shops

While both are large-scale retail establishments, they differ in several key aspects:

Basis of Difference Departmental Store Multiple Shop / Chain Store
Location Located at a central place to attract a large number of customers. Located in a number of places to be close to a large number of customers.
Range of Products Offers a wide variety of products of different types under one roof (e.g., groceries, electronics, apparel). Deals in a limited and specialized range of products (e.g., only shoes, only fast food).
Services Offered Lays great emphasis on providing maximum customer service (e.g., restaurants, home delivery). Provides very limited services, generally confined to guarantees and repairs.
Pricing Does not have a uniform pricing policy across all departments and may offer discounts. Sells goods at fixed prices and maintains a uniform pricing policy across all its shops.
Class of Customers Generally caters to a high-income group of customers who value service over price. Caters to different types of customers, including lower-income groups who want quality goods at reasonable prices.
Credit Facilities May provide credit facilities to regular customers. All sales are made strictly on a cash basis.
Flexibility Has greater flexibility in the line of goods marketed. Has very little scope for flexibility as it deals in a limited line of products.

Mail Order Houses

Mail order houses are retail outlets that sell their merchandise through the mail. In this type of trading, there is no direct personal contact between the buyers and the sellers. Potential customers are reached through advertisements in newspapers or magazines, circulars, and catalogues sent by post. On receiving orders through the mail, the goods are dispatched to the customers through the postal service. Payment can be received in several ways, including advance payment, or more commonly, through Value Payable Post (VPP), where the goods are delivered by the postman only after the customer makes the full payment. This type of business is suitable only for goods that can be graded, standardized, easily transported, and described through pictures.

Advantages

Limitations


Consumer Cooperative Store

A consumer cooperative store is a retail organization that is owned, managed, and controlled by the consumers themselves. Its primary objective is to reduce the number of middlemen and provide goods to its members at reasonable prices. These stores generally buy in large quantities directly from manufacturers or wholesalers and sell to their members. The profits earned are used to declare a bonus to the members or are allocated to reserves and welfare funds. A minimum of ten people are required to form a cooperative society, which must be registered under the Cooperative Societies Act.

Advantages

Limitations


Supermarkets

A supermarket is a large-scale retailing business unit that sells a wide variety of consumer goods. Its defining features are a low-price appeal, a wide variety of products, self-service, and a heavy emphasis on merchandising. The goods traded are generally food products and other low-priced, branded, and widely used consumer items like groceries, utensils, clothes, and medicines. The customers walk into the store, pick up the goods they need from the racks, bring them to the cash counter, make the payment, and take the goods home.

Advantages

Limitations


Vending Machines

Vending machines represent the newest revolution in retail marketing methods. These coin or card-operated machines are proving useful in selling several pre-packed, low-priced products with high turnover and uniform size, such as hot beverages, milk, soft drinks, chocolates, and newspapers. In India, the most popular and widespread application of this concept is the Automated Teller Machine (ATM) in the banking sector, which has revolutionized the way people access their money. While the initial cost and maintenance of these machines are high, and customers cannot inspect the goods before buying, their 24/7 availability makes them a promising future in retailing for certain types of consumer products.



Goods and Services Tax (GST)

Following the credo of ‘One Nation, One Tax’, the Government of India implemented the Goods and Services Tax (GST) from July 1, 2017. This is regarded as the most revolutionary tax reform in India's taxation history. The primary aim of GST is to create a unified national market, ensuring the smooth and seamless flow of goods and services across the country. It is designed to make life easier for manufacturers, producers, investors, and, ultimately, consumers.


GST is a comprehensive, multi-stage, destination-based tax that is levied on every value addition. It has replaced a plethora of multiple indirect taxes that were previously levied by the Central and State governments. In total, GST has subsumed 17 indirect taxes (8 Central and 9 State level) and 23 cesses. This consolidation has eliminated the need for businesses to file multiple returns and undergo multiple assessments, thereby rationalizing the tax treatment of goods and services along the entire supply chain, from the producer to the consumer.


GST comprises Central GST (CGST), which is levied by the Central Government, and State GST (SGST), which is levied by the State Government, on all intra-state supplies. For inter-state supplies, Integrated GST (IGST) is levied by the Centre. A key feature of GST is the provision of an Input Tax Credit (ITC) mechanism at each stage of the value chain. This allows a supplier to offset the tax they have paid on their inputs against the tax they collect on their output. This mechanism effectively eliminates the cascading effect (tax on tax), which was a major flaw in the previous tax regime. This reduction in the overall tax burden is expected to lower the prices of commodities and benefit the final consumer.

A diagram showing the flow of GST. It depicts that CGST and SGST are payable on intra-state supplies, while IGST is payable on inter-state supplies, with tax liability arising after crossing the exemption limit.

Key Features of GST

  1. Territorial Spread: The territorial spread of GST covers the whole of India, including Jammu and Kashmir.

  2. Applicable on 'Supply': GST is applicable on the 'supply' of goods or services, as against the earlier concept of tax on the manufacture, sale, or provision of services.

  3. Destination-Based Tax: It is based on the principle of destination-based consumption tax, meaning the tax revenue goes to the state where the goods or services are finally consumed, not the state where they are produced.

  4. Tax on Imports: The import of goods and services is treated as an inter-State supply and is subject to IGST, in addition to the applicable customs duties.

  5. Tax Slabs: There are four main tax slabs under GST, namely 5%, 12%, 18%, and 28%, for all goods and services. Some essential items are zero-rated.

  6. Zero-Rated Supplies: Exports and supplies made to Special Economic Zones (SEZs) are zero-rated, meaning no tax is levied on them, and the exporters can claim a refund of the input taxes they have paid.


GST Council

The GST regime is governed by the GST Council, a constitutional body responsible for making recommendations on all matters related to GST. Its constitution is as follows:



Role of Commerce and Industry Associations in Promotion of Internal Trade

Associations of business and industrial houses, commonly known as Chambers of Commerce and Industry, are formed to promote and protect the common interests and goals of their members. In India, prominent associations like the Federation of Indian Chambers of Commerce and Industry (FICCI), the Confederation of Indian Industry (CII), and the Associated Chambers of Commerce and Industry of India (ASSOCHAM) act as the national guardians of trade, commerce, and industry.


These associations play a catalytic role in strengthening internal trade and making it a more vibrant part of the overall economic activity. They act as a crucial bridge between the industry and the government. They interact with the government at various levels—local, state, and central—to reorient or put in place policies that reduce hindrances, facilitate the interstate movement of goods, introduce transparency, and remove bureaucratic hurdles. The interventions of these chambers are mainly in the following areas:



NCERT Questions Solution



Short Answer Questions

Question 1. What is meant by internal trade?

Answer:

Internal trade, also known as domestic trade or home trade, refers to the buying and selling of goods and services within the geographical boundaries of a single country. In internal trade, payments are made in the national currency, and transactions are subject to the laws of that country.


It can be broadly classified into two categories: wholesale trade and retail trade.

Question 2. Specify the characteristics of fixed shop retailers.

Answer:

Fixed shop retailers are retail traders who operate from a permanent establishment or shop. Their key characteristics are:


  • Permanent Establishment: They operate from a fixed place and do not move from place to place to sell their goods.

  • Greater Resources: Compared to itinerant traders, they have more financial resources and operate on a relatively larger scale.

  • Deal in a Variety of Goods: They typically deal in a wide range of products, including both durable and non-durable goods.

  • Credibility: They enjoy greater credibility and trust in the minds of customers because of their fixed location and permanent nature.

  • Provide Customer Services: They offer various services to customers, such as home delivery, credit facilities, and after-sales service.

Question 3. What purpose is served by wholesalers providing warehousing facilities?

Answer:

Wholesalers serve a crucial purpose by providing warehousing facilities. They purchase goods in bulk from manufacturers and store them in their warehouses (godowns).


This serves two main purposes:

1. Benefit to Manufacturers: It relieves the manufacturers of the burden of storing their finished goods. Manufacturers can focus on production and sell their goods as soon as they are produced, thereby freeing up their capital and storage space.


2. Benefit to Retailers: It ensures a continuous and ready supply of goods for the retailers. Retailers can buy in smaller quantities as per their requirement, which saves them from the hassle and cost of storing a large inventory.

Thus, the wholesaler's warehouse acts as a crucial link, bridging the time gap between production and consumption.

Question 4. How does market information provided by the wholesalers benefit the manufacturers?

Answer:

Wholesalers are in direct contact with a large number of retailers, who in turn are in touch with the final consumers. This places wholesalers in a unique position to gather valuable market information.


They provide this information to the manufacturers, which benefits them in the following ways:

  • They inform manufacturers about the tastes, preferences, and changing demands of the customers.

  • They provide feedback on the market response to a product.

  • They give information about the activities and strategies of competitors.

This market intelligence is extremely valuable for manufacturers, as it helps them to modify their products and marketing strategies to meet the changing market requirements.

Question 5. How does the wholesaler help the manufacturer in availing the economies of scale?

Answer:

Wholesalers help manufacturers achieve economies of scale by facilitating large-scale production.


They do this by placing large orders for goods with the manufacturers. By collecting small orders from a number of retailers, the wholesaler places a large bulk order with the manufacturer. This assurance of a large sale enables the manufacturer to produce goods on a massive scale.


When production is done on a large scale, the cost per unit of production decreases. This benefit, known as 'economies of scale', allows the manufacturer to operate more efficiently and profitably.

Question 6. Distinguish between single line stores and speciality stores. Can you identify such stores in your locality?

Answer:

The distinction between single-line stores and speciality stores is based on the breadth of the product line they carry:

Basis Single-line Stores Speciality Stores
Meaning These are small shops that deal in a single product line. These stores specialize in a very specific type of product within a single line. They represent a further classification of single-line stores.
Product Range They keep a wide variety of goods within one product line. They keep all the brands and varieties of only a particular type of product.
Example A garment store that sells clothes for men, women, and children. A medical store. A store that sells only men's formal wear, or a store that specializes only in children's books.

Yes, such stores are common in my locality. For example, there is a large 'garment store' (single-line store) that sells all kinds of clothing. Within the same market, there is a smaller 'speciality store' that exclusively sells designer sarees for women.

Question 7. How would you differentiate between street traders and street shops?

Answer:

Both street traders and street shops are common sights in urban areas, but they differ in their mode of operation:

Basis Street Traders (Itinerant) Street Shops / Pavement Stalls (Fixed Shop)
Mobility They are itinerant traders, meaning they do not have a permanent place of business and move from one street to another. They have a fixed location, although it may be a temporary structure. They set up their shop at the same place every day.
Location They are typically found at places with high footfall, such as bus stands, railway stations, and busy street corners. Their location can change. They are also located on street pavements or near main roads but have a semi-permanent spot.
Goods They deal in a very limited range of common-use items like newspapers, magazines, or fruits and vegetables. They may deal in a slightly wider variety of goods, such as clothes, shoes, bags, or electronic accessories.

Question 8. Explain the services offered by wholesalers to manufacturers.

Answer:

Wholesalers act as a vital link between manufacturers and retailers, providing several valuable services to manufacturers:


  • Facilitating Large Scale Production: They buy goods in bulk, enabling manufacturers to produce on a large scale and reap the benefits of economies of scale.

  • Bearing Risk: They take title to the goods and store them, bearing the risks of price fluctuation, theft, and spoilage, thus relieving the manufacturer.

  • Financial Assistance: They often make cash payments for their purchases or provide advances, which improves the manufacturer's cash flow.

  • Expert Advice: They provide crucial information about market conditions, customer preferences, and competitor activities, helping manufacturers adapt their products and strategies.

  • Help in Marketing: Their salesforce helps in distributing the product to a wide network of retailers, effectively acting as an extended marketing arm for the manufacturer.

  • Storage: They provide warehousing facilities, freeing the manufacturer from the need to store large quantities of finished goods.

Question 9. What are the services offered by retailers to wholesalers and consumers?

Answer:

Retailers are the final link in the distribution chain and offer important services to both wholesalers and consumers.


Services to Wholesalers and Manufacturers:

  • Help in Distribution: They provide a ready market for goods, helping in the distribution of products to the widely scattered final consumers.
  • Personal Selling: They relieve the manufacturers of this task by undertaking personal selling efforts to persuade customers.
  • Enabling Large-Scale Operations: By taking care of the final distribution, they allow manufacturers and wholesalers to operate at a larger scale.
  • Collecting Market Information: They are a valuable source of feedback about customer tastes and preferences.

Services to Consumers:

  • Ready Availability of Products: They keep a stock of various goods, so consumers can buy them as and when needed.
  • Wide Selection: They offer a variety of products from different manufacturers, allowing consumers to choose the best option.
  • New Product Information: They inform consumers about the arrival and features of new products.
  • Convenience in Buying: They are situated in residential areas and offer the convenience of buying in small quantities.
  • Credit Facilities: They often provide short-term credit to regular customers, helping them to buy things when they lack immediate cash.

Long Answer Questions

Question 1. Itinerant traders have been an integral part of internal trade in India. Analyse the reasons for their survival in spite of competition from large scale retailers.

Answer:

Itinerant traders are retailers who do not have a fixed place of business and move from one place to another to sell their goods. Examples include hawkers, peddlers, and street traders. Despite the rise of large-scale retailers like supermarkets and online stores, these itinerant traders have not only survived but continue to be an integral part of India's internal trade.


The reasons for their remarkable survival are:

1. Convenience and Doorstep Service: Their biggest advantage is the convenience they offer. They bring goods directly to the customer's doorstep, saving them the time and effort of going to the market. This is particularly valuable in residential areas and for customers with limited mobility.

2. Low Operating Costs: Itinerant traders have very low overheads. They do not have to pay for expensive commercial real estate (rent), electricity, or staff salaries. This low-cost structure allows them to operate on thin margins and sometimes offer goods at lower prices than fixed shops.

3. Focus on Specific Goods: They typically deal in low-priced, consumer goods of daily use, such as fruits, vegetables, and household items. The demand for these products is constant, and customers often prefer to buy them fresh daily.

4. Flexibility of Operations: They are highly flexible. They can easily change their location, timings, and even the products they sell based on the demand and the opportunity available in a particular area.

5. Personal Rapport with Customers: They often serve a regular clientele in a specific locality and build a strong personal relationship with their customers. This element of personal touch and trust is something that large, impersonal retail chains cannot easily replicate.

6. Catering to Lower-Income Groups: They provide an essential service to lower-income segments of the population who may prefer to buy in very small quantities daily and may not have access to or feel comfortable in large retail formats.

In conclusion, the itinerant traders' business model, based on extreme convenience, low costs, and personal connection, has carved out a niche for them that remains resilient even in the face of modern retail competition.

Question 2. Discuss the features of a departmental store. How are they different from multiple shops or chain stores.

Answer:

Features of a Departmental Store

A departmental store is a large-scale retail establishment that offers a wide variety of products under one roof. The store is organized into separate sections or 'departments', with each department specializing in a particular line of goods (e.g., clothing, electronics, groceries).

The key features are:

  • Wide Variety of Products: They aim to be a one-stop-shop, satisfying almost every need of the customer, from a pin to an elephant.
  • Departmental Organisation: The entire store is divided into different departments, each managed separately.
  • Centralised Management: While the departments are separate, the store is centrally owned, managed, and controlled. Purchasing, advertising, and accounting are all centralized.
  • Location: They are usually located in the central part of a city to attract a large number of customers.
  • Emphasis on Service: They provide a high level of service to customers, including restaurants, restrooms, home delivery, and credit facilities.

Difference between Departmental Stores and Multiple Shops (Chain Stores)

Basis of Distinction Departmental Store Multiple Shops / Chain Stores
Location Located in a central place in the city. There is no desire to get close to the customer. Located in various parts of the city to be as close to the customers as possible.
Product Range Offers a very wide range of products from different manufacturers under one roof. Deals in a limited line of standardized products, usually produced by the owner's firm.
Services Offered Provides extensive services like restaurants, credit, and home delivery to attract customers. Provides very limited services, focusing on a 'cash and carry' basis.
Pricing Does not have a uniform pricing policy across all its products. Prices can vary. Maintains a uniform price for its products across all its branches.
Target Customers Generally caters to high-income and elite customers who value service and variety. Caters to all classes of customers by offering standardized goods at reasonable prices.
Risk The risk is concentrated at one location. A failure in that location means the failure of the entire business. The risk is spread out over different branches. An unprofitable branch can be closed without affecting the others.

Question 3. Why are consumer cooperative stores considered to be less expensive? What are its relative advantages over other large scale retailers?

Answer:

A consumer cooperative store is a retail organization owned, managed, and controlled by the consumers themselves. Their primary aim is to provide good quality products to their members at reasonable prices.


Reasons for being less expensive:

Consumer cooperative stores are generally able to sell products at lower prices compared to other retailers because of their cost structure:

1. Elimination of Middlemen: The stores purchase goods directly in bulk from manufacturers or wholesalers, which eliminates the profit margins of intermediaries. This direct procurement significantly reduces the cost of goods.

2. Lower Operating Costs: The operating expenses of a cooperative store are minimal. The members often provide honorary services for managing the store, which reduces the wage bill. The focus is on service, not on expensive decorations or advertising, which also keeps overheads low.

3. Limited Profit Motive: The main objective of the store is service, not profit maximization. They operate on very low profit margins, just enough to cover their costs.


Relative Advantages over other Large Scale Retailers:

Consumer cooperative stores have some distinct advantages over other large retailers like departmental stores or supermarkets:

1. Democratic Management: They are managed democratically on the principle of 'one member, one vote', ensuring that the control is not in the hands of a few. This gives a sense of ownership to all members.

2. Assured Quality: Since the consumers themselves are the owners, they ensure that the store procures and sells only good quality, unadulterated products. This builds a high level of trust.

3. Limited Bad Debts: Most sales in cooperative stores are on a cash basis, which eliminates the problem of bad debts that other retailers who offer credit facilities often face.

4. Social Objective: Their existence is based on the principle of mutual help and they serve an important social purpose by protecting lower and middle-income groups from the exploitation of other retailers.

Question 4. Imagine life without your local market. What difficulties would a consumer face if there is no retail shop?

Answer:

Life without a local market or retail shops would be extremely difficult and inconvenient for consumers. Retailers are the final and most crucial link in the distribution chain, and their absence would create numerous problems:


1. Difficulty in Procuring Goods: Consumers would have to buy everything directly from manufacturers or wholesalers. This would be highly impractical as manufacturers are often located far away and only sell in large quantities.


2. Need for Large Storage at Home: Since consumers would have to buy in bulk to last for a considerable period, they would need significant storage space at home. This is not feasible for most households.


3. Lack of Choice and Variety: Consumers would have a very limited choice. They would have to buy whatever a particular manufacturer produces. Retail shops, on the other hand, stock products from various manufacturers, giving consumers a wide range of options to compare and choose from.


4. Loss of Convenience: The sheer convenience of walking to a nearby shop to buy goods in small, required quantities would be lost. Every purchase would become a major, time-consuming task.


5. Absence of New Product Information: Retailers are a key source of information about new products that enter the market. Without them, consumers would remain unaware of new innovations and product improvements.


6. No Credit Facility: Many local retail shops provide informal credit to their regular customers, which is a crucial facility for many households. This would be unavailable if consumers had to deal directly with manufacturers.

In short, the absence of retail shops would make the entire process of consumption cumbersome, expensive, and highly inconvenient, severely impacting the quality of daily life.

Question 5. Explain the usefulness of mail orders houses. What type of products are generally handled by them? Specify.

Answer:

Mail-order houses are retail businesses that sell their goods through the mail. They do not have any traditional retail storefronts. They reach out to potential customers through advertisements in newspapers or magazines, circulars, and catalogues sent by post. Interested customers place their orders by mail, and the goods are delivered to them through the postal service.


Usefulness of Mail-Order Houses:

  • Limited Capital Requirement: They do not require a huge investment in land, buildings, and store fixtures, which reduces the initial capital needed.
  • Elimination of Middlemen: By selling directly to consumers, they eliminate wholesalers and retailers, which can lead to cost savings.
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  • Wide Reach: They can cater to customers across the country, even in areas where retail shops may not be available.
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  • Convenience: They offer great convenience to customers who can order and receive goods from the comfort of their homes.

Type of Products Handled:

Mail-order houses are not suitable for all types of products. They generally handle products that meet the following criteria:

  • Standardised and Graded: The products should be standardized so that customers do not need to inspect them before buying.
  • Easy to Transport: The goods should be durable and not bulky, so they can be easily and economically transported by post without getting damaged.
  • High Demand: They should have a ready demand in the market.
  • Easy to Describe: The products should be easy to describe or depict through pictures in catalogues.

Specific Examples of Products:

Based on these criteria, common products handled by mail-order houses include books, magazines, certain types of clothing, small electronic gadgets, watches, educational materials, and medicines.