consumer

A consumer is a person who buys goods or services for personal or household use. The term distinguishes the end user from producers, wholesalers, and retailers. In economic theory, consumers are the ultimate source of demand, and their preferences influence prices, product design, and marketing. The word derives from Latin consumere, meaning to use up or consume.

Consumer behavior studies seek to understand how individuals make choices among alternatives, considering price, quality, risk, impulse, social influence, and information availability. This analysis informs producers and retailers in product development, branding, and pricing strategies. Consumer surplus is a theoretical measure of welfare, representing the difference between what a consumer is willing to pay and what they actually pay.

Consumer protection comprises laws and enforcement aimed at safeguarding buyers. Core aims include safety of products, truthful and non-deceptive advertising, fair contract terms, and access to redress. Agencies such as the United States Federal Trade Commission and the United Kingdom's Competition and Markets Authority enforce these rules, along with equivalent bodies worldwide. Common tools include product labeling, warranties, recall procedures, and consumer education.

Technology and the internet have broadened the concept of the consumer to include online purchases and digital services, raising issues of privacy, data security, terms of service, and access to redress across borders. In business-to-consumer markets, competition policies seek to maintain fair choice and prevent anti-competitive practices that disadvantage consumers.

The distinction between consumer and other buyers varies by context. The term is often used in contrast to producer or business buyer, and in some cases customer is used to denote any purchaser, regardless of use.