Forces making for the elimination of the wholesaler

Reasons for the decline of the wholesalers

  • Manufacturers, nowadays, produce branded goods, which are pre-packed into convenient sizes.
  • Through advertisements, manufacturers are able to create and maintain a market for their own products.
  • The establishment of large retailers like multiple stores and departmental stores who have the finance to buy goods directly from the manufacturers.
  • The improvement in transport and communication has made it faster and easier for the manufacturer to deliver goods and contact the widely scattered retailers.
  • Some manufacturers open their own retail shops and sell goods directly to the consumers.
  • Manufacturers have decided to sell goods directly to the retailers as the retailers would sell the goods faster than the wholesaler would.

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