Document Type
Article
Publication Date
1-1-2005
Abstract
The main purpose of this study is to examine the occasions and motivations for gift-giving behaviour amongst urban Malaysian consumers. In addition, a comparison between the gift-giving behaviours of the two major ethnic groups in Malaysia, namely the Malays and the Chinese, will be made. The study utilized the survey approach. The sample consisted of 300 respondents. Findings showed that most of the respondents buy gifts during birthdays and weddings. When the motivations of gift giving were examined, the study found that the most preferred motivation for gift giving is for practical purposes. Comparing the behaviour of the two ethnic groups, significant differences were found. Some marketing implications of the study are discussed.
Keywords
Consumer behaviour, Gift giving, Motivation, Cross-cultural comparisons
Divisions
Faculty_of_Business_and_Accountancy
Publication Title
Asia Pacific Management Review
Volume
10
Issue
3
Publisher
College of Management, National Cheng Kung University
Additional Information
Journal article