In this class, we will discuss wholesale trade. 

Wholesale Trade

CONTENT

Functions of the wholesaler

Types of wholesalers or middlemen

The chain of distribution

Factors to be considered in choosing a channel of distribution for a commodity. Reasons why middlemen are sometimes omitted from the channel of distribution.
Wholesale trade (wholesaling) involves the buying of goods in large quantities from the producers or manufacturers and reselling them in small quantities to the retailer. A wholesaler is a trader who purchases goods in large quantities from the manufacturer and sells them in small quantities to retailers.

Functions of the wholesaler to the manufacturer

1. He gives useful information and advice to the manufacturer e.g. in respect of the level of demand for goods, etc.

2. The wholesaler provides warehouse and storage facilities for storing goods, thereby helping the manufacturer to have enough space for further production.

3. Preparation of commodities for sale: The wholesaler sometimes labels, packages, blends or brands the goods before he sells them.

4. Advertising and promotion of goods: The wholesaler creates awareness for goods through advertising and sales promotion.

5. The wholesaler finances the manufacturer by paying for goods in advance

6. Provision of transport facilities needed for the distribution of the goods.

7. Quantity of bulk buying: The wholesaler buys in larger quantities, which encourages the manufacturer to produce more and thereby reap the
advantages of large-scale production.
.

8. The wholesaler bears part of the risks involved in the production and distribution of goods, e.g., risk of a fall in price, change in fashion, and deterioration
of goods. Etc

9. Quality control: The wholesaler may sometimes verify the quality of the products before distributing it i.e., grading of commodity products e.g.
cocoa.

Functions of the wholesaler to the retailer

1. The wholesaler breaks bulk by selling in small quantities to the retailer

2. The wholesaler finances the retailer by granting him credit

3. Provision of advice and information, e.g., on new goods, market trends

4. Stabilization of prices: By storing goods in his warehouse and thereby regulating supply to the market, the wholesaler keeps prices fairly stable
for retailers

5. He provides the retailer with a variety of goods.

Types of wholesalers or middlemen

1. General wholesalers

2. Specialist wholesaler

3. Cash and carry wholesalers

4. Factors (or Mercantile Agents)

5. brokers

6. Jobbers

7. Del Credere Agents (wholesalers )

8. Auctioneers

9. Manufacturer Representative

10. Commission Agents.

Evaluation

1. Outline five services rendered by the wholesaler to the manufacturer

2. State five differences between a wholesaler and a retailer

3. Define the term wholesaling

4. List three functions of the wholesaler to the consumer.

Channel of distribution:
The channel of distribution describes the path through which goods moves from the producer to the consumer.

The channel of distribution for goods could be any of the following:

Producer – Wholesaler – Retailers – Consumers

Producer – Wholesaler – Consumers

Producer – Retailers – Consumers

Producer – Agent – Retailer – Consumers

Producer – Agent – Consumers

Factors to be considered before choosing a particular channel of distribution of a commodity

1. The type of nature of the commodity e.g. whether it is a perishable good or durable goods.

2. Geographical consideration e.g. the location of customers

3. The existing and potential demand for the commodity i.e. the extent of demand for the product.

4. How regular the demand for the product is

5. The number of retail outlets in an area

6. The producer’s capital, financial position, organizational ability and selling skills

7. The size of customers’ orders

8 The number of goods involved

9. The channel used by competitors

10. The cost implication of the channel being considered

11. The customs of the particular trade e.g. Distribution of newspapers

Reasons why middlemen (wholesalers/retailers) are sometimes omitted or eliminated from the channel of distribution

1. When the producer is dealing with large orders from the customers.

2. When perishable goods are involved, it cannot be passed through a long channel of distribution.

3. Where the goods are technical, and therefore, after-sales e.g. repairs are likely to be involved.

4. Where the producer operates his retail outlets e.g. FAMAD, Len nards

5. Where the consumers have ordered goods to their specifications e.g. special styles or customized orders.

6. Where the manufacturers operate a mail-order business

7. Where the goods involved are durable and have a low turnover, e.g., furniture

8. Where the goods involved are expensive, and the buyer has to pay in advance before it is manufactured by the producer e.g., ships, aeroplanes, plants.

9. When new products are being introduced by the producer

10. When the producer wants to maintain fixed prices for his products

11. Where the goods are requested by the Co-operative Consumers ‘ Association i.e., where consumers have combined their orders.

Why wholesale prices are lower than retail prices

1. The wholesaler buys in bulk and at reduced prices

2. The wholesaler buys directly from the manufacturer

3. The wholesaler usually pays promptly or even sometimes pays in advance for goods; therefore, he buys at a cheaper rate.

4. The wholesaler gets both trade and cash discounts.

5. The retailer sells in units.

 Effects or reasons why large numbers of middlemen should not be encouraged in the distribution of goods

1. They increased the prices of goods

2. They cause artificial scarcity through the hoarding of goods

3. They cause price differences in different areas

4. They cause inflation

5. It could encourage the distribution of a fake or substandard product.

Evaluation

1. Give six reasons for the existence of the wholesaler in the channel of distribution

2. Why does the wholesaler need more/bigger operating capital than the retailer

3. State two advantages of any two channels of distribution to the producer

General evaluation

1. State six features of Mail-order business

2. List and explain six modern trends in retailing

3. Give five factors that determine the choice of a channel of distribution for goods

4. In what four circumstances will it be advantageous to eliminate the wholesaler from the channel of distribution

5. List six factors that have contributed to a decline in the importance of the wholesaler.

Theory

1. State three channels of distribution of goods

2. State three reasons why wholesale prices are lower than retail prices.

Next class, we will discuss Warehousing. We hope you enjoyed the class.

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