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,
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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 |
|---|---|
| Funders: | UNSPECIFIED |
| 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 Economics |
| 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 |
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