Which type of retailer is characterized by a broad variety of general merchandise at low prices?

The characteristic of a full-line discount retailer is its broad variety of general merchandise offered at low prices. These retailers typically stock a wide range of products, including clothing, electronics, household goods, and more, all under one roof. This approach appeals to consumers looking for both variety and value, allowing them to purchase many types of items in one shopping trip while benefiting from lower prices than they might find at specialty or department stores.

Full-line discount retailers leverage economies of scale by purchasing in large quantities, which helps to reduce costs. This enables them to pass on savings to consumers, making these retailers attractive destinations for budget-conscious shoppers. Additionally, they often operate under a no-frills model, focusing on providing essential products without the added costs associated with more upscale shopping environments.

In contrast, specialty retailers focus on niche markets and specific product categories, offering a narrower range but often with a higher level of expertise and service. Department retailers typically provide a wide range of products but may not always emphasize low prices as their defining characteristic. Category specialist retailers concentrate on a particular product category, providing extensive options within that area but may not cover the broad spectrum of general merchandise found in full-line discount retailers.