Consumer Responses To Sales Promotion From The Perspective Of Gift Giving

Author : Ksenia Feil
Publisher :
ISBN 13 :
Total Pages : 53 pages
Book Rating : 4.:/5 (125 download)

DOWNLOAD NOW!

Download or read book Gift-Giving Phenomenon and Its Implications for Consumer Behavior written by Ksenia Feil and published by . This book was released on 2019 with total page 53 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper scrutinizes past theories and empirical findings on the gift-giving phenomenon in order to delineate the most important aspects and offer a better understanding of contemporary consumer behavior, primarily within marketing and consumer behavior disciplines. Gift-giving is a universal phenomenon in most modern societies that is why the topic has been a researchers' target during decades. Nowadays consumers face multiple occasions which require to give gifts almost to everyone from their gift-giving networks. Gifting is also beneficial to many companies, but it is a very competitive market, as many products can become gifts, resulting in a wide variety of products for consumers to select from. Therefore, it is important to design targeted marketing campaigns to differentiate products and ease consumers' choice. However, consumer behavior of purchasing products that are to be presented as gifts differs from their behavior when purchasing products for personal use. Understanding this difference in consumer behavior is important to tailoring marketing strategies to the gift purchasing behavior of consumers. The paper argues that the gift exchange process steps and surrounding context are fundamental to understanding consumer behavior. Using gift-giving literature, the five steps of the gifting process - occasion, acquisition, presentation, post-giving behavior, and storing - are investigated and related to the contextual differences that influence the process. The gift-giving process model encapsulates the behavior of givers and receivers which is moderated by their social closeness, personal motivation, level of involvement, gift types, culture and gender. Findings suggest consumers differ in their choice of product types for different recipient groups. They also indicate that the symbolic value of a gift outweighs the economic value, and that people are mostly guided by voluntary motives to give. Several gift types - gift cards, branded items and experience gifts - are presented as alternative differentiation options for companies and consumers. Finally, findings suggest that the surrounding contexts of gifting such as culture and gender, exhibits the strongest influences on gifting behavior. Culture is seen as a prerequisite that outlines future trends, as gift-giving is culturally-bound and, therefore, transforms accordingly. The paper argues that gift-giving is a multidimensional phenomenon and suggests that companies should design marketing strategies considering both macro and micro-perspectives of the gift-giving phenomenon.