Who is the consumer?

The consumer is the end user of a product or service. It is sometimes different from the shopper who is the person who makes or decides of the purchase. A good example is the case of children’s products for which the product must consider both prescribers/buyers (parents/adults) and the consumer (children) who will have very different expectations in terms of selection criteria and product experience.

The consumer and his interaction with the product are the focus of classic marketing or “product marketing”.

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