In a business model, a buyer is the individual or organization that makes the purchasing decision and completes the transaction for a product or service. Buyers are crucial as they directly impact a company's revenue by choosing to allocate their resources toward acquiring the offerings of a business. They evaluate various factors such as price, quality, brand reputation, and personal or organizational needs before making a purchase decision. [[buyer|Buyers]] may differ from users, who are the end consumers of the product or service, while [[influencer|influencers]] can affect the buyer's decision-making process by swaying opinions through recommendations or endorsements.