In many cases, customer ≠ user. The customer that buys the product may not be the one that uses it. The OP makes no distinction. For example, hardware and soft

In many cases, customer ≠ user. The customer that buys the product may not be the one that uses it. The OP makes no distinction. For example, hardware and software that help teaching are usually chosen by the school or the university. Teachers may have a word on this, but in my experience they rarely decide. Another example is products for children: some of them (e.g. educational games) clearly target the parents or relatives. Others (e.g. food) focus on the children, hoping they will persuade their parents.