Product category and usage occasion are two factors of consumer behavioral patterns which directly affect purchasing decisions. The multifaceted research question of this paper is twofold: exploring the ways in which significant product categories are related and examining the relationships between different products depending on their occasions. The study uses survey data of consumers (N=500) and transactional data, descriptive statistics (χ2 test, ANOVA, and CFA) and SEM with SPSS and AMOS. The result confirms the relationship between product categories to occasions (χ² = 18.45, p < 0.001) where, on the one hand, luxury products are required during formal occasions and on the other, FMCG products are consumed uniformly across various factual uses. There is an F value of 4.62 in ANOVA tests which signifies that there are changes in preferences of consumers, and the result of p < 0.01 supports the calculations. In the context of the SEM results, income level with a ( β = 0.72, p < 0.001) and social influence with β = 0.58, (p = 0.004) were identified as the significant factors influencing the choice of product. This research further establishes the impact of using occasion on the marketing techniques and gives credit to a model that speaks of idea of product allocation.
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