Consumers

A consumer is a person who purchases goods or services for personal use. Consumers sit at one end of the production–consumption cycle, with producers and retailers on the other. In market economies, consumer demand helps determine which products are available, at what prices, and in what quantities. Consumer behavior influences competition and can drive changes in product quality, services, and standards over time.

Decision-making is influenced by price, quality, information, expectations, social norms, and marketing. Consumers may seek information, compare options, read reviews, and consider long-term value. Bounded rationality and cognitive biases can affect choices. Digital technologies have expanded access to information and shopping channels, while raising concerns about privacy and data security.

Rights and protections: Consumers have rights such as safety, to be informed, to choose freely, and to be heard. Governments and organizations establish product safety standards, labeling requirements, fair advertising rules, and redress mechanisms. Consumer protection agencies, such as the Federal Trade Commission in the United States, and equivalent authorities elsewhere, enforce laws and provide guidance. Consumer courts and ombudspersons offer dispute resolution.

Economic and social significance: Household consumption is a major component of gross domestic product in many economies. Consumer power can influence corporate behavior through preferences, pricing, and collective action. Consumer organizations and advocacy groups promote awareness, monitor practices, and campaign for stronger protections. The rise of online shopping, reviews, and data-driven marketing has transformed how consumers research and purchase goods and services.