Wholesalers and retailers U-11

Who is wholesalers
. Any individual or business firm, selling goods in relatively large quantities to buyers other than
the ultimate consumers may be called a wholesaler.

Importance of Wholesalers
. A wholesaler can place sufficiently large order with the manufacturer keeping in view the
requirements of a number of small retailers in his area. In that process, the wholesaler is in a
position to meet the small orders of retailers.

Functions of wholesalers

1. Assembling products
2. Arranging storage
3. Grading and packaging
4. Transporting goods
5. Distributing of goods
6. Financial
7. Risk bearing
8. Price fixation

Service to wholesaler
. Services to manufacturers
. Services to retailer
. Elimination of wholesalers