end user
noun /ˌend ˈjuːzə(r)/
  /ˌend ˈjuːzər/
 - a person who actually uses a product rather than one who makes or sells it, especially a person who uses a product connected with computers
- Programs are tailored to meet the needs of end users and their own business environments.
 - an end-user application
 - The company supplies its computers direct to the end user.