REDEFINING THE CONSTRUCT OF RETAILING IN THE WEST AFRICAN CONTEXT

Authors

DOI:

https://doi.org/10.51594/ijmer.v4i7.350

Abstract

Retailing in the West African context is a dominant practice within the distribution channel of the overall business system, nowadays. This research aims to redefine the construct of retailing in the West African context. The approach is based on some observations and a documentary analysis. The results show that retailing in marketing perspectives, is always opposed to the construct of wholesaling and it can be well-defined as the art of selling goods and services in small quantities directly to the final customers.

 Keywords: Retailing, Wholesaling, Marketing, West Africa.

Author Biography

Dr. Théophile Bindeouè Nassè, University of Business and Integrated Development Studies, Ghana / Saint Thomas D'Aquin University, Burkina Faso

Department of Marketing and Entrepreneurship

Published

2022-07-24

Issue

Section

Articles