It was an exploratory research in search of factors that propels the wheel to roll from one stage to another
as propounded in McNair’s wheel of retailing theory. Several authorities in and outside marketing
positions’ with regard to wheel of retailing theory has been exploited, much of their submissions agreed
with McNair’s positions who propounded the wheel of retailing theory and others did not, and this forms
part of its criticisms. From their submissions, conclusions were drawn and recommendations made that;
the trading up stage of the wheel is the ideal place for businesses to remain as long as possible; as such
those drivers that sustains the wheel at trading up stage should be encouraged. In addition, those that
caused the wheel to roll away from this stage such as higher wage bill from fixed assets acquired, retail
management, excessive increase in customer service, rise in advertising cost and the cost of improving the
interior must be checked for it to remain for as long as possible at the trading up stage.
