1. Storage and Warehousing

Storage is an important marketing function, which involves holding and preserving goods from the time they are produced until they are needed for consumption.

♤ The storage of goods, therefore, from the time of production to the time of consumption, ensures a continuous flow of goods in the market.

♤ Storage protects the quality of perishable and semi-perishable products from deterioration.

♤ Some of the goods e.g. woolen garments, have a seasonal demand. To cope with this demand, production on a continuous basis and storage become necessary.

♤ It helps in the stabilization of prices by adjusting demand and supply.

♤ Storage is necessary for some period for performance of other marketing functions.

♤ Storage provides employment and income through price advantages.

♤ Storage enables states to meet a catastrophe or emergency or to protect against insects, mites, rodents, fungi and bacteria.

♤ Storage also helps in meeting the needs in scarcity or famine