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Consumers refers to individuals or households that use goods and services generated within the economy. The concept of a consumer is used in different contexts, so that the usage and significance of the term may vary.

A consumer is a person who uses any product or service. Typically when business people and economists talk of consumers they are talking about person as consumer, an aggregated commodity item with little individuality other than that expressed in the buy/not-buy decision. However there is a trend in marketing to individualize the concept. Instead of generating broad demographic profile and psychographic profiles of market segments, marketers are engaging in personalized marketing, permission marketing, and mass customization.^[1]

In free market or capitalist economies, consumers are presumed to dictate what goods are produced and are generally considered the center of economic activity. Individual consumption of goods and services is primarily linked to the consumer's level of disposable income, and budget allocations are made to maximize the consumer's marginal utility.^[2] In 'time series' models of consumer behavior, the consumer may also invest a proportion of their budget in order to gain a greater budget in future periods. This investment choice may include either fixed rate interest or risk-bearing securities.

Within law, the notion of consumer is primarily used in relation to consumer protection laws, and the definition of consumer is often restricted to living persons (i.e. not corporations or businesses) and excludes commercial users.^[3] A typical legal rationale for protecting the consumer is based on the notion of policing market failures and inefficiencies, such as inequalities of bargaining power between a consumer and a business.^[4] As of all potential voters are also consumers, consumer protection takes on a clear political significance.

Consumer Subcategories Consumer Articles Consumers want Information and top sites seem to make that available: Product Creation by Hitesh Rattan Dec 08, 2008 I have written several articles on the subject of product creation from the standpoint of a product that is tangible. This article will deal with the subject of product creation that is not a physical manufactured good. One of the largest gr... Article Marketing - Quality For Consumers by Patricia Jones Feb 10, 2008 If you look around the Internet there are several recommended styles of article marketing so how do you decide which is the right way for you? On the one hand there are those who swear by writing several articles a day and submitting them to as many ... How Weight Loss Affiliate Programs Can Make You Wealthy Online by Shawn Chaney Jan 10, 2008 my.key@live.com. Best regards Shawn Chaney http://squidoo.com//consumerreviewsites How Weight Loss Affiliate Programs Can Make You Wealthy Online How can you make truckloads of money from a weight loss affiliate program? You c... Affiliate Marketing Can Easily Earn Money At Home With Little Investment by Shawn Chaney Jan 08, 2008 my.key@live.com. Best regards Shawn Chaney http://squidoo.com//consumerreviewsites Affiliate Marketing Can Easily Earn Money At Home With Little Investment There are a lot us that dream of quitting our jobs and relaxing while ea... Earn Quick Affiliate Profits Using Consumer Review Sites by Shawn Chaney Jan 07, 2008 my.key@live.com. Best regards Shawn Chaney http://squidoo.com//consumerreviewsites Earn Quick Affiliate Profits Using Consumer Review Sites If you're looking to earn money working from home, you may want to consider developing a... Social Media - The down low by Sarah Manners Aug 29, 2007 There are loads of terms that are being flung around at the moment - Web2.0, New Media, Social Media, User Generated Content. It's hard to keep up with all the ways that we as citizens of the web can operate online. The playground of ...