Gift and Gift Buying Behaviors

Year 2019, Volume: 21 Issue: 3, 869 - 887, 30.09.2019

Arzu Şeker

https://doi.org/10.32709/akusosbil.527505

Cited By: 2

Abstract

In our country, just
as it is in the rest of the world, in many occasions and special days such as
baby births, weddings, circumcision ceremonies, anniversaries, birthdays and
graduation ceremonies gifts are exchanged. Apart from these, gifting has become
a norm in many special days, spreading from the Western World to the globe,
such as Mother’s Day, Valentine’s Day, Father’s Day and so on with the help of
marketing efforts. The economic size, which arises in many special days and
with gifts, has a striking share in total consumption expenditures. Therefore,
marketing researchers examine consumers' gift buying behaviors separately. In
our country, due to the inadequacy of academic studies on this subject, a
theoretical framework has been formed for gift and gift buying behaviors. In
this context, as a result of a large literature research, the main functions of
gift giving, the main factors affecting gift-giving behavior and the modeling
of gift buying are presented. This study aims to both be a pioneer and a source
for further research.

Keywords

Gift, gift buying behaviors, gift buying models

Hediye ve Hediye Satın Alma Davranışları

Abstract

Tüm
dünyada olduğu gibi ülkemizde de bebek doğumundan, düğünlere, sünnet düğününden
yıl dönümlere, doğum günlerinden mezuniyetlere kadar birçok önemli olay ve
günde hediye verilmektedir. Bunların dışında Batı dünyasından tüm dünyaya
yayılan anneler günü, sevgililer günü, babalar günü ve benzeri gibi birçok özel
günde, pazarlama çabalarının da bir sonucu olarak hediyeleşmek, olmazsa olmaz
bir durum halini almıştır. Birçok özel günde ve durumda hediyeleşmeyle ortaya
çıkan ekonomik büyüklük, toplam tüketim harcamaları içerisinde çarpıcı bir paya
sahip olmaktadır. Bu nedenle pazarlama araştırmacıları, tüketicilerin hediye
satın alma davranışlarını ayrıca ele alarak incelemektedirler. Ülkemizde bu
konuda akademik çalışmaların yetersizliğinin nedeniyle hediyeye ve hediye satın
alma davranışlarına ilişkin teorik bir çerçeve oluşturulmuştur. Bu çerçevede,
geniş bir literatür araştırması neticesinde hediye vermenin temel işlevleri,
hediye verme davranışını etkileyen başlıca faktörler ve hediye satın almaya
ilişkin modellemeler ortaya konmuştur. Bu çalışmanın bu alana yönelik sonra
yapılacak çalışmalara öncülük etmesi ve kaynak oluşturması hedeflenmektedir.

Keywords

hediye, hediye satın alma davranışları, hediye satın alma modelleri

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