Examining Gift Buying Behaviour In Terms Of Various Variables In Special Days

Yıl 2018, Cilt: 8 Sayı: 2/1, 40 - 56, 27.12.2018

Arzu Şeker

Öz

Considering the size of its economic dimension, research on the gift market and consumer behavior, which has
a place not to be underestimated in the world of marketing, has begun to gain momentum. A research has been
conducted on the behavior of consumers in Batman, aimed at gift buying behaviors which can also differ on
special occasions. In this study, gift buying behaviors in some special days and celebrations such as New
Year's Day, Teachers' Day, Valentine's Day, Mother's Day and Religious Holidays were examined. A face-toface survey was applied to 1057 participants in Batman who were reached by easy sampling method. Findings
about the frequency of gift purchase of the consumers, the budget they devoted, the pre-purchase research, the
time they allocated, the type of gift on which special day they preferred, and the level of the factors they gave
importance to in the selection of gifts were obtained. 

Anahtar Kelimeler

Gift, Gift Buying Behaviors, Special Occasions

Özel Günlerde Hediye Satın Alma Davranışlarının Çeşitli Değişkenler Açısından İncelenmesi

Öz

Ekonomik boyutunun büyüklüğü göz önüne alınarak,
pazarlama dünyasında da küçümsenmeyecek bir yer edinen hediye pazarı ve
tüketicilerin davranışları ile ilgili araştırmalar hız kazanmaya başlamıştır.
Özel günlerde ayrıca farklılaşabilen hediye satın alma davranışlarına yönelik
Batman’daki tüketicilerin davranışları üzerine bir araştırma yapılmıştır. Bu
çalışmada, tüketicilerin Yılbaşı, Öğretmenler Günü, Sevgililer Günü, Anneler
Günü ve Dini Bayramlar gibi bazı özel gün ve kutlamalarda, hediye satın alma davranışları
incelenmiştir. Batman’da kolayda örnekleme yöntemiyle ulaşılan 1057
katılımcıya, yüz yüze anket uygulanmıştır. Tüketicilerin hediye satın alma
sıklıkları, ayırdıkları bütçe, satın alma öncesi araştırma yapıp yapmadıkları,
ayırdıkları süre, hangi özel günde hangi hediye türünü tercih ettikleri ve
hediye seçiminde önem verdikleri faktörlerin düzeyine ilişkin bulgular elde
edilmiştir.

Anahtar Kelimeler

Hediye, Hediye Satın Alma Davranışları, Özel Günler

Kaynakça

• Aarthy, C.J. ve Verma S. (2014). Factors Affecting Gifting Behavior: Comparative Study of Males and Females. Hindistan University (https://www.researchgate.net/publication/266477912, 15.06.2017).
• Banks, S.K. (1979). Gift-Giving: A Review and An Interactive Paradigm. in NA - Advances in Consumer Research Volume 06, eds. William L. Wilkie, Ann Abor, MI: Association for Consumer Research, Pages: 319-324.
• Belk, R.W. (1976). It's the Thought that Counts: A Signed Digraph Analysis of Gift-Giving.Journal of Consumer Research, Vol. 3, No. 3 (Dec., 1976), pp. 155-162.
• Belk, R. W. (1979). Gift-Giving Behavior. Research in, 2, (ed.) Jagdish Sheth, (Greenwich, CT: JAI Press), 95-126.
• Belk, R.W. ve Coon, G.S. (1993). Gift Giving as Agapic Love: An Alternative to the Exchange Paradigm Based on Dating Experiences. Journal of Consumer Research, Cilt. 20, sayfa 393 – 417.
• Camerer, C. (1988). Gifts as Economic Signals and Social Symbols. The American Journal of Sociology, Vol. 94, Supplement: Organizations and Institutions: Sociological and Economic Approaches to the Analysis of Social Structure (1988), pp. S180-S214.
• Cheal, D.(1987). Showing Them You Love Them”: Gift Giving and The Dialectic of İntimacy. Sociological Review, 35(1):150 – 169.
• Clarke, P., Herington, C.A. ve Rahim, H.(2005). Giving and Receiving Brands as Valentine's Day Gifts. ANZMAC 2005 Conference: Consumer Behaviour. Darr, A. (2017). Gift Giving in Mass Consumption Markets. Current Sociology. Vol. 65(1) 92 –112. İnternational Review of Retail. Distribution and Consumer Research, 26: 2, 154-170.
• Flynn, F.J., Adams, G.S.(2009). Money Can’t Buy Love: Asymmetric Beliefs About Gift Price and Feelings of Appreciation”, Journal of Experimental Social Psychology, Volume 45, Issue 2, February 2009, Pages 404–409.
• Kalaycı, Ş. (2006). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikler, Asil Yayın Dağıtım.
• Komter A.E. ve Vollebergh, W. (1997). Gift Giving and the Emotional Significance of Family and Friends. Journal of Marriage and Family, Vol. 59, No. 3, pp. 747-757.
• Komter, A.E. (2005). Social Solidarity and the Gift. Cambridge University Press, The Edinburgh Building, Cambridge, United Kingdom.
• Mauss, M. ((1954) 2002). The Gift; The Form and Reason for Exchange in Archaic Societies. 11 New Fetter Lane, London: EC4P 4EE.
• Mauss, M. ((1925),1966). The Gift Forms and Functions of Exchance Archaic Societies. Trans. Ian Cunnison. London: Cohen & West LTD.
• Nakip, M. (2006). Pazarlama Araştırmaları Teknikler (SPSS Destekli) Uygulamalar. Seçkin Yayıncılık, 2006.
• Özdemir, N. (2008). Türk Hediyeleşme Geleneği ve Medya. Uluslararası Sosyal Aratırmalar Dergisi The Journal Of International Social Research, Volume 1/4 Summer 2008, 467-480.
• Özkan, Y. (2007). Consumer’s Behavior of Gift Giving in Westernization Process in Turkey. Pakistan Journal of Social Sciences, 4 (3) : 467-473.
• Segev, R., Aviv S. ve Ruvio, A. (2013). Gift-Giving Among Adolescents: Exploring Motives, the Effects of Givers' Personal Characteristics and The Use of Impression Management Tactics. Journal of Consumer Marketing, Vol. 30 Iss 5 pp. 436 – 449.
• Sherry, J. F. Jr. (1983). Gift Giving in Anthropologicai Perspective. Journal of Consumer Research. Cilt. 10, sayfa 157 - 168.
• Tomak, A. ve Güney, E. (2014). Kültürel Bir Değer Olarak Hediye Geleneği ve Ekslibris. International Journal of Ex-libris / Vol.1 / Part 2/ s.25-33. Uluslararası Ekslibris Dergisi / Cilt 1 / Bölüm 2.
• Qian, W., Razzaque, M. A. VE Kau A. K. (2007). Chinese Cultural Values and Gift‐Giving Behavior. Journal of Consumer Marketing, Vol. 24 Issue: 4,pp. 214-228.
• Wolfinbarger M.F. (1990). Motivations and Symbolism in Gift-Giving Behavior. in NA - Advances in Consumer Research Volume 17, eds. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT: Association for Consumer Research, Pages: 699-706.
• http://www.marketwired.com/press-release/consumer-market-gifts-home-decorative-accents-has-enjoyed-vibrant-growth-past-five-years-830807.htm Erişim Tarihi:14.07.2017.
• http://unitymarketingonline.com/wp-content/uploads/Gift-Retailing-in-21st-Century-Style-White-Paper1.pdf Erişim Tarihi:07.07.2017. http://www.tpf.com.tr/sektorel-bilgiler/ Erişim Tarihi:20.07.2017
• https://nrf.com/resources/consumer-data/holiday-headquarters Erişim Tarihi:10.07.2017
• http://www.tuik.gov.tr/UstMenu.do?metod=temelist Erişim Tarihi:07.04.2018 http://unitymarketingonline.com/wp-content/uploads/Gift-Retailing-in-21st-Century-Style-White-Paper1.pdf Erişim Tarihi: 07.07.2017.