ORGANISATION OF

COMMERCE.
TOPIC : WHOLESALE TRADE
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Wholesale trade includes ³all activities
involved in selling goods or services to those
who buy for resale or for business use.´
  




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Wholesaler performs the function of
warehousing.
By storing surplus stock of goods, the
wholesaler acts as a warehouse-keeper
of the market.
Wholesaler stock the goods, so as to
supply them.

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Wholesaler purchase the goods in bulk
from manufacturing centers.
Wholesaler transport the goods as
demanded by the retailers.
Most wholesalers hire transport
services from transport agencies.
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ëWholesaler does packing in behalf of the

manufacturers.
ëWholesaler do the work of branding and pack
them in a attractive manner.

ëHe also does marking & labelling.


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Wholesaler may follow any

one strategy :-

^Push Strategy.
^Pull Strategy.
 

GWholesaler provides financial
assistance.
GWholesaler purchases goods on
credit.
GA longer period of credit are
granted to the retailers.
RISK- BEARING
After purchasing goods from the
manufacturer, all risks in the process of
distribution are to be borne by the
wholesaler.

The risk arises out of fluctuations in

prices, spoilage of goods, theft and loss of
fire.

Moreover by storing goods, he runs the

risk of goods remaining unsold due to
changes in fashions.