Essay on Purchasing Gifts for Birthdays

This Thursday in the evening, I had to visit the house of my uncle because I had promised my cousin that I would definitely deliver the books that I had in the evening. My uncle’s house is not that far from my house and from the market as well. In fact, it can be said that I have to walk through a market that has different shops. As I was walking though the market to get back to my house, I observed something very interesting.

There were many shops in the market ranging from grocery stores to gift stores. There was a particular family that didn’t visit any other store but the gift store. I stood there watching their interaction with the shop owner and how they were checking different types of gifts before finally coming to a specific gift which they liked and purchased. Considering their outfits, I came to a conclusion that they were going to visit a relative’s house, particularly a birthday party. This whole scenario made me think about a concept that I had read in my class about Consumer Behavior that the purchasing behavior of customers is affected by various concepts and one of them is social factors as well.

It means that when customers have a certain occasion that they wish to go to, they create a particular image of the product in their minds that they wish to purchase no matter what. The choice of products for them gets narrow and they don’t search for many products other than just a few. During occasions or events, the intent to purchase product increases compared to other days of the week. Normally, fluctuations in the markets tend to increase or decrease the purchasing intent of consumers. However, when consumers feel a need to purchase gifts, fluctuations in the market seem to matter less because the need to please the other person and participate in the event is strong.