A person or a firm, who buys in bulk from the manufacture, breaks it into smaller quantities and supplies it to small retailers.

Role of Wholesaler

  • Buys in bulk from the producer and breaks into small quantities to retailers.
  • Provide storage facilities, thus reducing the need for both manufacturer and retailer to hold such large stocks.
  • Wholesalers carry out marketing efforts at their level.
  • Provide credit facilities to small retailers.
  • Sometimes deliver the goods to the small business outlets.
  • Wholesalers usually do some amount of promotion at their level thus helping manufacturers in their marketing efforts.