Who is defined as the individual user of a purchased product or service?

The definition of the individual user of a purchased product or service is clearly represented by the term "consumer." In marketing, a consumer is someone who directly engages with a product or service for personal use, irrespective of whether they purchased it themselves. This distinction is vital in understanding consumer behavior, as it can influence marketing strategies, product development, and customer engagement approaches.

Merchants, retailers, and distributors play different roles in the supply chain; merchants may sell goods, retailers typically sell directly to consumers in a physical or online store, and distributors focus on the logistics of getting products from producers to retailers or consumers. Hence, they do not directly refer to the end user who ultimately utilizes the product. It's the consumer who embodies the final link in the purchasing chain, making their preferences and behaviors crucial for businesses looking to succeed in marketing and sales strategies.