(a) Functions of a Retailer to Consumers include:
(i) Maintaining close relationship with consumers thereby knowing what the consumers' want.
(ii) Informing consumers about new products in the market.
(iii) Engaging in delivery of goods to consumers.
(iv) Engaging in standardization and grading of goods in a manner acceptable to consumers.
(v) Performing storage function by stocking goods for consumers.
(vi) Making arrangement for replacement of damaged goods.
(vi) Selling goods directly to consumers.
(vii) Offering credit sales to consumers.
(ix) Educating consumers on the use of new products.
(x) Undertaking merchandising activities to encourage consumers to buy the product
(xi) Offering variety of products to consumers.
(xii) Bridging the gap between the manufacturer and the consumer.
(xiii) Rendering home service to consumers.
(b) Functions of a Wholesaler to Producers include:
(i) Helping producers to distribute their goods.
(ii) Providing marketing research support to producers.
(iii) Providing warehousing facilities.
(iv) Providing credit facilities to producers by paying for goods ordered for in advance.
(v) Purchasing in large quantities thereby reducing total physical distribution costs.
(vi)Providing feedback on market trends to producers.
(vii) Performing packaging functions on behalf of producers.
(viii) Providing information on competitors' activities to the producers.
(xi) Advertising goods for the producers.
(x) Reducing potential losses to the producers by assuming risks.