How do marketers study customers who make purchases because of social obligations rather than personal interest?

[john.millhouse]

Not every purchase is something people make because they personally want or need a product. Sometimes, they buy things because they have an occasion to attend, need a gift for someone, or are expected to contribute to a family or workplace event. These situations can influence what people choose, how much they're willing to spend, and even where they decide to shop. I'm curious how businesses understand this kind of buying behavior when the decision is influenced more by social expectations than personal preference. What should marketers look at to better understand these customers?

 

[zoeyhamilton]

A lot of buying decisions are influenced by the people and situations around us, not just our personal preferences. Marketers can learn from occasions like birthdays, weddings, holidays, and workplace events to understand what products people usually need during these moments. Customer feedback and seasonal buying patterns can also reveal useful insights. Offering options for different budgets is important too, since social expectations shouldn't mean customers have to spend more than they can comfortably afford.