What is the primary function of the user in the purchasing process?

The primary function of the user in the purchasing process is to use, consume, and benefit from the product or service. Users play a crucial role because they are the ones who ultimately interact with the product and assess its value based on their needs and experiences. Their feedback and behavior can influence future purchasing decisions and product development.

In contrast, those who make purchasing decisions may not directly use the product, and setting the budget is typically a function of someone in a managerial or financial role rather than the user. Stimulating or informing can involve marketing and promotional activities that engage potential users, but the user is primarily focused on how the product fulfills their needs and contributes to their satisfaction and utility. Understanding the user's perspective is key for marketers to tailor their offerings effectively and ensure that the products meet the demands and expectations of the end consumers.