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Q.Define a wholesaler. Discuss the role of a wholesaler towards retailer.

Assam AhsecAHSEC Assam Higher Secondary 1st Year Class 11 (Commerce) 2024Subjective· 8mImportance★★★★★est
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Buys bulk, sells to retailers in small lots; gives variety, credit, storage, information.

A wholesaler is a middleman who purchases goods in bulk from manufacturers and sells them in relatively smaller quantities to retailers (he links producers and retailers).

Role/services of a wholesaler towards the retailer:

  1. Availability of variety in small lots — supplies retailers with a wide variety of goods in the small quantities they need, saving them from buying in bulk.
  2. Grant of credit — often sells on credit to retailers, helping them manage working capital.
  3. Relieving of stock-holding (storage) — holds large stocks so retailers need not, and ensures regular supply. …

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