What term is used for the cost of a company’s products that a purchaser must pay?

The term that refers to the cost of a company's products that a purchaser must pay is "price." This concept is pivotal in business as it determines the amount consumers will pay to acquire goods or services. Price is influenced by various factors including production costs, demand, competition, and market conditions. It directly affects a company's revenue and profitability, making it a critical element in pricing strategies.

In contrast, "value" typically refers to the perceived benefit or worth of a product to the consumer, which may or may not align with the price. "Expenditure" encompasses a broader category that includes any spending, not specifically related to the purchasing cost of a product. "Market rate" often refers to the average price prevailing in the market for similar goods or services but does not specifically denote the amount charged by a company for its own products. Thus, among the options provided, "price" accurately captures the specific cost that a buyer must pay.