end user
    n 1: the ultimate user for which something is intended

Consumer \Con*sum"er\ (k[o^]n*s[=u]m"[~e]r), n.
   1. One who, or that which, consumes; as, the consumer of
      food.
      [1913 Webster]

   2. (Econ.) the person or organization that uses some item of
      commerce or service in its own acitities, as opposed to
      reselling the item or including it as part of another item
      for resale; -- called also the end user.
      [PJC]