“Surprise Gift” Purchases of Small Electric Appliances: A Pilot Study

26 Pages Posted: 21 Dec 2005

See all articles by Joëlle Vanhamme

Joëlle Vanhamme

EDHEC Business School - Department of Marketing

Cees de Bont

Delft University of Technology

Date Written: December 19, 2005

Abstract

Understanding decision-making processes for gifts is of strategic importance for companies selling small electrical appliances as gifts account for a large part of their sales. Among all gifts, the ones that are surprising are the most valued by recipients. However, research about decision-making processes involved in surprise gift purchases is lacking. This article shows, for example, that design and money back guarantees are more important for the purchase of surprise gifts than other gifts. The brand name, however, appears to be less important. Also, surprise gifts are more often bought on the spot, without extended information search (similar to impulse purchases).

Keywords: Decision-Making Process, Gift Purchase, Logistic Regression, Panel Data, Small Electrical Appliances, Surprise

Suggested Citation

Vanhamme, Joëlle and de Bont, Cees, “Surprise Gift” Purchases of Small Electric Appliances: A Pilot Study (December 19, 2005). ERIM Report Series Reference No. ERS-2005-081-MKT. Available at SSRN: https://ssrn.com/abstract=871126

Joëlle Vanhamme (Contact Author)

EDHEC Business School - Department of Marketing ( email )

France

Cees De Bont

Delft University of Technology ( email )

Stevinweg 1
Stevinweg 1
Delft, 2628 CN
Netherlands

Register to save articles to
your library

Register

Paper statistics

Downloads
149
Abstract Views
1,932
rank
199,934
PlumX Metrics