Occasions and motivations for gift-giving: A comparative study of Malay and Chinese consumers in urban Malaysia

Othman, Md Nor and Ong, Fon Sim and Teng, Anna T.M. (2005) Occasions and motivations for gift-giving: A comparative study of Malay and Chinese consumers in urban Malaysia. Asia Pacific Management Review, 10 (3). pp. 197-204. ISSN 1029-3132

[img]
Preview
Text (Full text)
Occasions and Motivations for Gift-giving-A comparative Study of Malaya and Chinese Consumers in .pdf

Download (1MB) | Preview

Abstract

The main purpose of this study is to examine the occasions and motivations for gift-giving behaviour amongst urban Malaysian consumers. In addition, a comparison between the gift-giving behaviours of the two major ethnic groups in Malaysia, namely the Malays and the Chinese, will be made. The study utilized the survey approach. The sample consisted of 300 respondents. Findings showed that most of the respondents buy gifts during birthdays and weddings. When the motivations of gift giving were examined, the study found that the most preferred motivation for gift giving is for practical purposes. Comparing the behaviour of the two ethnic groups, significant differences were found. Some marketing implications of the study are discussed.

Item Type: Article
Additional Information: Journal article
Uncontrolled Keywords: Consumer behaviour; Gift giving; Motivation; Cross-cultural comparisons
Subjects: H Social Sciences > HF Commerce > Business
H Social Sciences > HF Commerce > Business > Business ethics
Divisions: Faculty of Business and Accountancy
Depositing User: Mr. Mohd Safri
Date Deposited: 13 Jul 2020 01:25
Last Modified: 13 Jul 2020 01:25
URI: http://eprints.um.edu.my/id/eprint/25038

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year