Final answer:
The role in the buying center who actually needs the product is the User, who utilizes the product directly in contrast to other roles who may suggest or influence the purchase or make the final decision.
Step-by-step explanation:
The member of the buying center who actually needs the product is known as the User. In the context of a buying center, which is a group of individuals within an organization that makes business purchase decisions, the User is the person or persons who will actually use the product. This differs from other roles such as the Initiator who suggests the purchase, the Influencer who affects the buying decision, and the Decider who has the final decision-making power.