Which business sells products directly to individual customers?

• A. Wholesaler
• B. Retailer
• C. Discrimination Pricing
• D. Sales Promotion

Answer: (B)

Selling directly to individual customers is the role of a retailer. Retailers operate at the end of the supply chain, providing goods in small quantities to the general public for personal use, through shops or online platforms. Wholesalers, on the other hand, sell mainly to businesses in larger quantities. Price discrimination is about charging different prices to different customers, and sales promotions are marketing tactics to boost demand—neither describes who sells to individual consumers. So the retailer is the one that directly serves individual customers.