I bought my Macs under my original iTunes account. My original developer account, which is also on the free status, is that account. My paid developer account is a completely different account which allows me to use my iOS devices for development and post software to the iOS App Store. I've even had a customer developer account on this machine.
Now, if you are actually talking about purchasing a Mac under one persons name and want to make sure any purchases like OS X are tied to that machine, I think you'd want to use the purchasers name. I'm not really sure how OS X upgrade would handle that but perhaps with OS X being a free upgrade now, it doesn't matter.
Other Mac App Store software purchases can be loaded on multiple machines via _your_ personal iTunes account. I have software loaded on my Mac at work that I purchased through my personal account. It only took signing into the store with my personal account and downloading the software I wanted to load on that machine. The software still runs on this machine too.