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The ultimate person who uses, consumes a good, product and service offered and sold by a seller is called an end user, or a consumer.
The end user or a consumer maybe not act for a direct buying process for a good sold and/or service offered by a seller.
For example, students are the end users of computers in a library, which have been purchased by the staff of purchasing dept of an university.
Kid's wears are often bought by their parents, however kids are the end users for the clothes.