Retail is defined as any activity used to sell products and services to the end-user, i.e. consumers that personally use the product. Wholesale regards sale to organizations or individuals that intend to resell the product. Market research of these subjects shows different consumer behavior. Retailing and wholesaling encompasses all operations involving the direct sale of products and services to end customers for personal or non-professional purposes. A retail market is a business where all of the items are offered in one location for the convenience of customers and where the process of retailing generates a considerable amount of revenue. Retailing is defined as any business that serves the objective of delivering items to customers.

Retailers often offer four tiers of service, which are as follows: customers are ready to carry out, identify, and pick items in order to save money by using self-service. Customers look for what they want on their own. Limited Service- these businesses offer a wide range of purchasing products, and customers expect more information than they would get from a self-selection service. Full Service- employees assist and assist consumers at every stage of the transaction, resulting in a high retailing cost to service. It encompasses all activities involving the sale of products or services to individuals who purchase them for resale or use in daily operations, but excludes retailers. Wholesalers offer a variety of services, including product sales and promotion, bulk breaking, warehousing, and shipping. Retailing and wholesaling are one of the most important strategies within the entire field of business and marketing.