DEPARTMENT OF TECHNICAL EDUCATION

ANDHRA PRADESH
Name : A. Srinivas Kumar
Designation : Senior lecturer
Branch : Commercial and computer
practice
Institution : Government polytechnic
for women, Nandigama.
Year/ semester : 1st year
Subject code : CCP -104
Topic : Distribution network
Duration : 50 Mts.
Sub topic : Differences between Wholesaler
And Retailer
CCP104.97 1
Objectives

On completion of period, you would be able to

 Explain the differences between Wholesaler

and Retailer

CCP104.97 2
Differences between Wholesaler and
Retailer
Wholesaler Retailer

3. Sells to the dealers not 3. Sell the goods to the

for self consumption but final consumer for
for its sale to the household purposes.
retailers.
4. He purchases goods in 5. He purchases the goods
large quantities directly in small quantities from
from the manufacturer. the wholesaler.
CCP104.97 3
 Wholesaler Retailer

1. No personal contact 1. Maintains personal contacts

with the consumer. with the consumers.
2. Deals with all varieties of
2. Specialized in selected
goods.
group of products.
3. Requires limited capital
3. Requires huge capital.

CCP104.97 4
 Wholesaler Retailer

1. Maintains the warehouses 1. Does not maintain the

to meet the requirements godowns since he
of the retailers in all the maintains stocks in small
seasons. quantities.

3. Works on reasonably low 7. Works at a higher margin

margin but he get quick over a longer period.
returns.

CCP104.97 5
Summary
1. The wholesaler primarily sells to the
dealers whereas retailers sell the goods
to the final consumer.
2. The wholesaler purchased goods in large
quantities whereas retailer purchased
goods in small quantities.
3. The wholesaler is not in touch with the
consumers but the retailer maintains
personal contacts with the consumers.

CCP104.97 6
Summary

1. The wholesaler is specialized in

selected group of products but the
retailer deals with all varieties of
goods.
2. The wholesaler requires huge capital
to carry out his business successfully
whereas the retailer requires limited
capital.

CCP104.97 7
Summary

1. The wholesaler maintains the warehouses to

meet the requirements of the retailers in all
seasons whereas the retailer does not maintain
the godowns since he maintains stock in small
quantities.
2. The wholesaler works on reasonably low
margin but he gets quick returns while the
retailer works at a higher margin over a longer
period.

CCP104.97 8
Quiz
1. Who purchases goods in bulk from
producer?
a) Wholesaler
b) Retailer
c) Both
d) None
2. Who sells to the final consumer?
a) Wholesaler
b) Retailer
c) Both
d) None

CCP104.97 9
Assignment

1. What differences did you observe

between wholesaler and retailer in detail

CCP104.97 10