Understanding Gift Giving Behavior: A Jakarta Study

7 Pages Posted: 14 Nov 2012

See all articles by Lianti Raharjo

Lianti Raharjo

affiliation not provided to SSRN

Date Written: November 13, 2012

Abstract

Giving gift is a part of culture yet it is also big business. In order to win this business, understanding gift giving behavior, particularly in specific markets, is essential. This study aims to explore gift giving behavior based on gift and recipient characteristics as well as to investigate the influence of gender and age on such behavior. The findings from a survey of 144 respondents showed that there is a significant difference in various types of gifts for seven different recipient groups. Gender and age were also found as significant variables in choosing gifts. Despite the small number of respondents, the findings can be useful as inputs for companies and gift stores in understanding gift giving behavior in Jakarta.

Keywords: Gift Giving Behavior

Suggested Citation

Raharjo, Lianti, Understanding Gift Giving Behavior: A Jakarta Study (November 13, 2012). Proceedings of 19th International Business Research Conference 2012. Available at SSRN: https://ssrn.com/abstract=2175340 or http://dx.doi.org/10.2139/ssrn.2175340

Lianti Raharjo (Contact Author)

affiliation not provided to SSRN ( email )

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