2.4.4 Institusi Ritel
Menurut
Berman
dan
Evans
(2001:115),
maka
institusi
ritel
dibagi
menjadi
tiga
klasifikasi metode yaitu:
1.
Ownership
Yaitu
institusi
ritel
berdasarkan
kepemilikannya
yang
terdiri
dari independent, chain,
franchise, leased department, vertical marketing system dan consumer cooperative.
2.
Store-based retail strategy mix
Yaitu institusi ritel berdasarkan produk yang ditawarkannya, terdiri dari:
Food-oriented retailers
Convenience store, conventional supermarket, food-based superstore, combination
store dan warehouse.
General Merchandise retailers
Specialty store, variety store, traditional department store, full-line discount store,
off-price chain, factory outlet, membership club dan flea market.
3.
Nonstore-based retail strategy mix and nontraditional retailing
Yaitu
institusi
ritel berdasarkan
format penjualannya kepada konsumen seperti, direct
marketing, direct selling, vending machine, world wide web dan other emerging retail
formats.
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