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218 BUSINESS  STUDIES 10.3.2 Services to Retailers (v) Risk sharing: The wholesalers purchase in bulk and sell in relatively The important services offered by small quantities to the retailers. Being manufacturers to the retailers are described as below: able to purchase merchandise in (i) Availability of goods: Retailers smaller quantities, retailers are in a position to avoid the risk of storage, have to maintain adequate stock pilferage, obsolescence, reduction in of varied commodities so that they prices and demand fluctuations in can offer variety to their customers. The wholesalers make the products respect of larger quantites of goods that they would have to purchase in of various manufacturers readily case the services of wholesalers are available to the retailers. This relievenot available. the retailers of the work of collecting goods from several producers and keeping big inventory of the same. 10.4 R etailT rade (ii) Marketing support: The whole- A retailer is a business enterprise salers perform various marketing that is engaged in the sale of goods functions and provide support to the and services directly to the ultimate retailers. They undertake advertising consumers. The retailer normally buys and other sales promotional activities goods in large quantities from the to induce customers to purchase the wholesalers and sells them in small goods. The retailers are benefitted as iquantities to the ultimate consumers. helps them in increasing the demand The retails represents the final stage for various new products. in the distribution where goods are (iii) Grant of credit: The wholesalers transferred from the hands of the generally extend credit facilities to manufacturers or wholesalers to the their regular customers. This enables final consumers or users. Retailing is, the retailers to manage their business thus, that branch of business which with relatively small amount of working is devoted to the sale of goods and capital. services to the ultimate consumers for (iv)  Specialised knowledge: The their personal and non-business use. wholesalers specialise in one line of There may be different ways of products and know the pulse of the selling the goods viz., personally, market. They pass on the benefit of on telephone, or through vending their specialised knowledge to the machines. Also, the products may be retailers. They inform the retailers sold at different places, viz., in a store, about the new products, their uses, at the customer’s house or any other quality, prices, etc. They may also place. Some of the common situations advise them on the decor of the retail that we encounter in our daily life, outlet, allocation of shelf space and for example, are the sale of ball pens demonstration of certain products. or some magic medicine or book of Reprint 2026-27