Consumers' gift-giving behavior

This research examines gift giving behaviors and motivations through various demographic dimensions such as gender, age, income, and the relationship between the giver and the receiver. Fifteen hypotheses were tested to determine whether these factors significantly influence gift purchasing decisions. Data were collected from 441 participants via online surveys and analyzed using statistical methods such as ANOVA and the Student t-test. The study's results indicate that there are generally no significant differences based on gender, suggesting that gift purchasing behaviors transcend traditional gender divisions. Similarly, there is little evidence to support notable differences related to age or income, although some partial age-related differences were observed in certain gift categories. In particular, the hypotheses linking gift purchasing motivations to income were partially confirmed, indicating an underlying complexity that may warrant further detailed investigation. These findings challenge traditional commercial and marketing models that segment consumers strictly on demographic grounds. Moreover, they reveal that the motivations for giving gifts are influenced by more nuanced and personal factors. This thesis contributes to the literature on consumer behavior by offering a more detailed and diversified perspective on gift giving, and it underscores the importance of more targeted and personalized marketing strategies.