Who is referred to as the consumer or shopper in retail?

The term "consumer or shopper" in retail specifically refers to a person who buys the product. This encompasses individuals who directly purchase goods for personal use or consumption. Understanding this distinction is crucial for anyone involved in category management and retail, as the strategies created around product placement, marketing, and inventory management heavily rely on the preferences and behaviors of the end buyer.

In the context of retail, the focus is often on enhancing the shopping experience for the consumer to drive sales and brand loyalty. This involves an understanding of consumer needs, shopping patterns, and the overall market environment. By prioritizing the consumer's perspective, retailers and marketers can create effective strategies that directly address how and why consumers make their purchasing decisions.