Topic: Consumer Gifting Behavior

Gifts may convey a wide range of symbolic messages such as "the

status of a relationship, a promise of future interaction, or a statement of
love, concern or domination" (Poe 1977). Clinical psychologists and
psychotherapists have identified needs of patients communicated by gifts,
e.g., 'The patient who presents the doctor with a plant may wish to remain
rooted in the office" (Stein 1965); and 'The gift...permitted a fantasy of
symbiotic involvement with the therapist to be acted out via the gift..."(Silber
1969).
Gifts may represent symbols of a relationship: "A gift is a ritual
offering that is a sign of involvement in and connectedness to another"
(Cheal 1987, p. 152). Specific gifts may further delineate the nature of the
relationship. For example, money may communicate a variety of negative
messages, such as thoughtlessness (Webley et al. 1983) and unequal status
(Poe 1977; Caplow 1982), while a practical gift given to a business associate
communicates that the relationship is not intended to be close or intimate.
Gifts may also symbolize identities of the giver or the receiver.
Schwartz (1967) suggests that, "Gifts are one of the ways in which the
pictures that others share of us in their minds are transmitted," as when a
parent gives a male child a gift of toy soldiers. Similarly, gifts can
communicate the giver's identity, as in the "display of masculinity through
the giving of gift cigars following the birth of a child." Identity may be
expressed more freely when in non-ritual gift situations, and in some
societies may represent a means of self-expression allowed only between
intimates.

In terms of revenue created and the value in experience for

customers, gifts are an important part of the world economy.
In terms of both dollars spend each year and how they make givers
and receivers feel, gifts are a particularly interesting part of consumer
behavior. Products and services chosen as gifts represent more than ordinary
every day purchases. Because of their symbolic meaning, they are
associated with such important events as mother's day, birth and birthdays,
engagements, weddings, graduations and many other accomplishments and
milestones.
Gifting behavior has been described as the process of gift exchange
that takes place between a giver and a recipient. The definition is broad in
nature and embraces gifts given voluntarily as well as gifts that are an
obligation. It includes gifts given to others and gifts to oneself.

Gift giving has been studied by a number of consumer behavior

researchers. Earlier research focused on the differences between purchasing
for personal use and for gift giving (Belk, 1982 Heeler et al. 1980, Scammon
et al. 1982). More recently, researchers have suggested that gift giving is a
multi-dimensional phenomenon. In his analysis of gift giving, Sherry (1983)
suggests that gift giving has social, economic, and personal dimensions and
develops a typology employing the nature of the gift, the relationship
between donor and recipient, and situational conditions, such as holidays.
Belk (1979) identifies four functions of gift giving: to mark important life
events, to establish and maintain interpersonal relationships, to create a
medium of economic exchange and to socialize children into the customs of
society.
A number of questions about gift giving have been raised that are

relevant to the field of consumer research. Lutz (1979) and Tigert (1979)
both suggest that product category selection and pricing issues should be
addressed. Banks (1979) suggests the importance of the gift search process,
and Belk (1979) suggests the need to look at givers' perceptions of the
recipient's needs and tastes. Sherry (1983) emphasizes the giver's
motivation.
In daily life, giving people gifts is one of the most wonderful traditions,
as it shows generosity and caring. However, how to select a right gift to the
right person which is a normal question for every buyer.
For gift giving, there are two critical things we should know, that are
what you want to buy and who do you want to send.
There are four main functions of gift giving:

mark important life events. (holidays, birthdays, weddings etc.)

establish and maintain interpersonal relationships. (buy a gift for

your customer)

create a medium of economic exchange.

socialize children into the customs of society.

Another important thing for gift giving that is cultural difference. In

China, gift-giving has strict rules. Chinese people do not usually accept gift
for a new friend, so they will politely refuse two or three times before
accepting it.
In business, maintaining relationship with the customer is very
important. Management Innovation (2010) pointed out that relationship
marketing impacts consumers decisions and their consumption satisfaction.
Firms establish loyalty programs to foster usage loyalty and a commitment to

continued usage of their products and services. Relationship marketing is all

about building trust between the firm and its customers and keeping
promises made to the customers. Therefore, the focus is always on
developing long term bonds with customers by making them feel special and
by providing them with personalized services.