Gift buying behaviors on special days: Batman example

The gift, which is one of the needs and desires of the consumers, has a significant share in total consumption expenditures, while the consumer's gift purchase behaviour and motivations may differ from other purchasing behaviour. In this study, the demographic characteristics of consumers' gift buying habits, trends, gift buying behavior and motivations in some special occasions and celebrations such as Christmas, Teachers Day, Valentine's Day, Mother's Day and Religious Feasts are examined. Within the scope of the thesis, in places such as Batmanpark AVM, Worldmar Center, Gülistan and Diyarbakır Streets-where most shops are located and where consumers over 18 years of age are mostly shopping in Batman, a field survey was conducted through the survey form applied by face-to-face using easy sampling method in the week before each special day. In this study, T-Test, one-way variance analysis (ANOVA), multiple benchmarking tests, Scheffe post hoc tests, and in cases where the inter-group difference was not detected by Scheffe test, the LSD test was applied from multiple benchmarking tests. In addition, Bartlett's globalization test has been implemented to determine whether the data on the scales of gift buying behaviors and gift purchases is showing a multivariate normal distribution. As a result of the study, the difference between the consumer's gift buying behaviour and motivation in Batman was determined by gender, age, education, income, marital status and number of individuals in the family. The budget allocated to the gift has been determined to vary according to the special day and the person given. It has been observed that gifts given to receivers on special occasions have varied for different reasons and to different types. In addition, findings have been obtained regarding the trends and motivations of consumers, how often and what number of gifts they have purchased. It is believed that the results of this study can direct the marketing strategies and activities of companies regarding gifts.