This question required candidates to explain the core functions of a wholesaler in the distributive process. The question was very popular among candidates and performance was high and quite encouraging. However, some candidates inadvertently mingled some functions of the retailer with their responses for that of the wholesaler. This caused low marks for candidates in this category.
The candidates should be able to explain the following functions of the wholesaler.
(1) Breaking the bulk.
(2) Provision of warehousing facilities.
(3) Provision of market information to manufacturers.
(4) Finances production and distribution.
(5) Assists the manufacturer in preparing the goods for sale through
packaging, branding and advertising.
(6) The wholesaler keeps a wide variety of goods from which the retailer can choose.
(7) The wholesaler advises and offers market information to the retailers.
(8) The wholesaler stabilizes the prices of goods through regular supplies.
(9) The wholesaler assists in reducing transport costs in the distribution process.
