Who is a wholesaler ? what is his role

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The wholesalers purchase goods from manufacturers and carry them to his godowns and then supply the same to the retailers. He may employ his own vans or hire vehicles for carrying the goods on account of bulk purchases. They can avail of economies in freight.

Wholesalers play an important part in the distribution of goods.

American Marketing Association defines wholesaler as – A business unit which buys and resells merchandise to retailers and other merchants and/or to industrial, institutional and commercial users but which does not sell insignificant amounts to ultimate consumers.Wholesalers are intermediaries that purchase products from manufacturers and sell them to retailers.

Some of the functions of wholesalers are:

1. Assembling of Goods 2. Breaking in the ‘Bulk’ 3. Warehousing or Storing 4. Transporting 5. Grading 6. Financing 7. Risk-Bearing 8. Pricing 9. Communication of Market Information 10. Packing Facility.

Functions of Wholesalers: Assembling of Goods, Breaking in the ‘Bulk’, Warehousing or Storing and a Few Others

Functions of Wholesalers – Top 10 Functions: Assembling of Goods, Breaking in the ‘Bulk’, Warehousing or Storing, Transporting, Grading, Financing and a Few Others

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