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Wholesalers and retailers are also customers of them, with whom they are doing business, Yes you are right end user have no benefit in these case.
In my opinion discounts are always for the sake of business promotion or for the ultimate benefit of the organisation, the customer benefit is also a marketing point for the business people. Their main purpose is the profit they earned at the end of the day that they can not continue for long term future without loyal happily customers.
Depends on the whole sellers and Retailers if they getting gogod amount of discount they offer some to the coustmer in order to maintain the relationship with the coustomer by which the coustmer tend to purchase at the same place again and again their by maintiang the increasint hte coustmer rapo with the whole seller or reatiler in addition to this if the product is really worth with discount it creates a enormous adavantage
There are many wholesalers and retailers who benefit from the discount of thehigh profile companies but each one of them have his own profit margin some of them want high profit & some of them accept low or medium profit to sell more and here the end customer can benefit