A customer is often distinguished from the retailer (who sell goods), traders and producers (people producing goods). Consumers are defined as individuals who utilize or obtain services or goods of a particular brand for the sake of personal use. The retailer on the other hand acquires the products or services with an aim of resupplying or reselling them to other users. The retailers therefore differ from the consumers in the sense that they acquire good or service to trade or to exchange them while consumers acquire good and services for the purpose of using them.