An individual who buys products or services for personal use and not for manufacture or resale. A consumer is someone who can make the decision whether or not to purchase an item at the store, and someone can be influenced by marketing and advertisements. Any time someone goes to a store and purchases a toy, shirt, beverage, or anything else, they are making that decision as a consumer.
The father of our nation, Mahatma Gandhi, emphasizes consumer protection, referring the consumer as the “poor consumer”. His famous statement is worth recollection. Consumer is the most important visitor on our premises. He is not on outsider on our business, he is part of we are not doing him a favor by service him. He is doing as a favor by giving used an opportunity to do.
Parlin says “we may talk as long as we please about manufacturers, wholesalers and retailer, but in the last analysis, the consumer is king, the decision of consumer makes and unmakes the manufactures, jobbers and retailers, whoever wins the confidence of the consumer wins the day; and whoever loses the day”.