Who are the individuals that purchase a product or service?

The term "customers" refers specifically to individuals or organizations that purchase goods or services from a business. Customers engage in transactions where they exchange money for products, making this group central to the concept of commerce and sales.

In contrast, "clients" often refer to individuals or businesses that seek professional services, such as those provided by lawyers or consultants, rather than tangible products. "Vendors" are suppliers who sell products or services to customers or businesses, and "consumers" generally refers to individuals who use or consume a product or service, which may not always involve a direct purchase (for example, if someone receives a gift).

Thus, the term that best describes those who actively buy products or services is "customers." This clarity helps in understanding marketing and sales strategies, as businesses focus on attracting and retaining their customer base to drive growth and success.