Who qualifies as an End-User?

The final consumer of a product or service qualifies as an end-user because they are the ones who actually utilize the product after it has gone through the supply chain. End-users are the ultimate audience for whom products and services are designed and marketed. They interact with the product directly, fulfilling the intended purpose, whether that’s for consumption, function, or personal use.

In contrast, businesses purchasing bulk products for resale are typically wholesalers or retailers and do not use the products for themselves but rather to sell to others. Distributors function in the supply chain to move products from manufacturers to retailers or end-users but do not consume the products themselves. Marketers promoting various brands may engage with potential customers but do not directly use the products being promoted. Thus, it is the final consumer who embodies the role of an end-user, using the product for its intended purpose rather than for commercial or distribution activities.