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Analysing the cash and carry wholesaler’s right of existence in the South African distribution channel

MIKE CANT AND LOUISE VAN SCHEERS, UNIVERSITY OF SOUTH AFRICA, SOUTH AFRICA

The traditional South African Cash and Carry Wholesaler has survived for more than twenty years in its present form but is showing signs of being influenced by a strong innovative process. Factors such as smaller packaging, credit, delivery and consumer marketing, which go against the principles of the traditional cash and carry wholesaler, are taking root. The study aims to analyse the cash and carry wholesaler’s right of existence in the South African distribution channel. The research shows that the spaza shop is a vital future market of the cash and carry wholesaler and that it definitely fulfils a vital role in the South African distribution channel. However, the right of existence of the cash and carry wholesaler depends largely on its ability to adapt its marketing functions to keep abreast with changing target markets.
Keywords: South Africa; Cash & Carry Wholesaler; Spaza Shop; Right of Existence; Marketing Functions.

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