WHAT DO MEN & WOMEN FEAR ABOUT GIFT-GIVING?

A Consumer Behaviour Presentation by

Aditya Das | Hitesh Sachdeva | Riddhi Ranjan |Shreya Laumas | Wamika Mimani | Gautam Girme PGP282139 PGP28176 PGP28183 PGP28223 PGP28292 PGP28371

Content
Introduction Exploratory Research Survey and Key Findings Conclusion

Bibliography

INTRODUCTION

A Brief Introduction
Objective: - Qualitative and quantitative analysis of difference in gift-giving fears experienced by men and women to other males/females, keeping other factors constant The study tries to assess and analyze the differences in fears experienced by men and women during gift-giving to the same gender and opposite gender Context of the Study: Characteristics of survey group
Urban Age group 20-30

Gift-giving occasion: Birthday of his/her friend

A Brief Introduction
Motivation of gift givers can be categorized:1. Altruistic giving 2. Gift-giving as a social obligation 3. Self-Interested giving

Gift giving creates anxiety as form of social apprehension

Need for approval Fear of negative judgment Lack of control

Methodology
Exploratory research on secondary sources In-depth interviews Data collection Apply theoretical consumer behaviour models

Analysis and conclusion

EXPLORATORY RESEARCH

Exploratory Research
1

Sampling Details
2

Sample Size 6

Age group 20 to 30 years

3 males, 3 females

Methodology
3

Secondary research conducted to cull out key fears In-depth interviews were conducted to cross-validate findings
1. 2. 3. 4. 5. 6. 7. 8. 9. Is the gift too cheap? Will the gift be of no use to the recipient? Will the recipient not like the gift? Does the person already own something similar? Will it appear as if I have an ulterior motive? Will someone else give the same gift? Will I be criticized for my choice? If I gift something too personal, will it send a negative message? Will others give better gifts than me?

Key Fears in Gift Giving

Analysis: Using Consumer Behaviour Theories (1/3)

1

Types of Risks

Social risk: reflecting that peers may end up

They could like that I gave them a book, but they could hate the book I chose to give them. That makes it tough to buy gifts sometimes.

thinking lowly of a person because of the gifts given. Social risk: not only important to a person that

I think giving gifts is a dicey concept. You never really know if someone likes your gift because in any case they will never tell you that they dont!

receiver acknowledges that he liked the gift, but also that he truly liked it

My issue with buying gifts is that what if I make a bad choice? What if the entire money that I spend goes to waste for nothing? I am very conscious of the fact that I dont want to spend money on a gift which my friend doesnt like or use.

Financial & Social risk: money spent is deemed to have been wasted if the person who received the gift did not end up liking it

Analysis: Using Consumer Behaviour Theories (2/3)

2

Types of Involvement linked to Acquisition process

It depends on the situation, really. If I am buying a gift for my best friend, I really wouldnt be scared because I know her in and out. But if I am buying a gift for a friend I am not that close too, I could be a little scared of messing up on the choice of product or brand, since I dont know him or her that well.

Negative correlation between the closeness of a relation and the fear experienced in gifting

Its easier to buy gifts for people you are not that close to.

Positive correlation between the closeness of a relation and the fear experienced in gifting

Situational involvement, leading to different purchase-specific searches for gifts The main affective factor in determining a situational or an enduring involvement in the context of giving gifts
is the relationship characteristic perceived by the giver

Analysis: Using Consumer Behaviour Theories (3/3)

3

Self-Concept Theory Desire to attain self-consistency I would never over-spend on a gift or buy something too lavish. I think a gift should not over-hyped. Gifting on the basis of the Actual Self concept

No, I dont have a fear of making a bad choice ever because I am always careful of picking out a classy gift. I dont anyone to perceive me as someone with bad taste.

Desire to enhance self-esteem Gift viewed as a medium to portray ones Ideal self image.

SURVEY & KEY FINDINGS

Assessment of Survey Results

3.68 3.19 3.62 3.35

Average Fear Rating Female to Female

May be Percieved as Cheap May not be of Use May not Like it May Already Own the Item

1.89

1.95

1.74

1.86 1.48

May be Gifted by Someone Else as Well May Cause Criticism May Give Negative Message May Convey an Ulterioir Motive Others May Gift Something Better

Female to Female

3.83 3.12 3.45

Average Fear Rating Female to Male

3.58

May be Percieved as Cheap May not be of Use May not Like it

2.43 1.94 2.00 1.82 1.79

May Already Own the Item May be Gifted by Someone Else as Well May Cause Criticism May Give Negative Message May Convey an Ulterioir Motive

Female to Male

Others May Gift Something Better

Assessment of Survey Results

2.90 2.22 1.64

Average Fear Rating Male to Male

2.84
2.57 May be Percieved as Cheap May not be of Use

1.80

1.84

2.03 1.62

May not Like it May Already Own the Item May be Gifted by Someone Else as Well May Cause Criticism May Give Negative Message May Convey an Ulterioir Motive Others May Gift Something Better

Male to Male

Average Fear Rating Male to Female

3.30 3.13 3.41 3.03 2.43 2.51 3.42 2.89 2.60

May be Percieved as Cheap May not be of Use May not Like it May Already Own the Item

May be Gifted by Someone Else as Well

May Cause Criticism May Give Negative Message May Convey an Ulterioir Motive Others May Gift Something Better Male to Female

Assessment of Survey Results

Analysis of Key Fears:- Male vs. Female (Same Sex vs. Opposite Sex)
Top 3 fears in M to M, F to M, F to F cases came out the same o Gift may be of no use to the person o Person may already own the item o Recipient would not like the gift Top 3 fears in M to F case o May attract criticism o Recipient would not like the gift o Might be perceived as cheap
2.53 2.66 2.16

2.97

F to F

F to M

M to M

M to F

Average Fear Rating

Assaels Classification of types of buying behaviour

The survey mentioned the average amount of money spent on a gift and the average amount of time spent on deciding and selecting a gift. Used the parameters of time and money to understand the level of involvement of a consumer while buying a gift The results received from males and females have simply been plotted on a scatter chart with money on the Y axis and time on the X axis The red square in the above graphs clearly indicates the area in which maximum respondents lie.

Money x Time (Females)

8000 7000 6000 5000 4000 3000 2000 1000 0 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 8000 7000 6000 5000 4000 3000 2000 1000 0 0 0.5 1

Money X Time (Males)

1.5

2.5

3.5

4.5

Balance Theory

+
You

Your Friend

+
Gift Purchased

+
You

Your Friend

Gift Purchased

Balanced Triad

Imbalanced Triad

A balanced triad between you, your friend and the gift to be bought can be maintained if both you and your friend are positive towards the gift If you are positive towards the gift, but your friend isnt so, then we give rise to an imbalanced triad. This balance can be restored by you not buying the gift, your friend is negative towards

BIBLIOGRAPHY

References
A Comprehensive Model of Anxiety in Gift Giving, Wooten, David (2000) A Comprehensive Model of Anxiety in Gift Giving, Takahiro Chiba, Shingoh Iketani, Ke Han, and Akinori Ono (2009) The Psychology of Gift Exchange, Mayet and Pin. (2010) Gift Giving Characteristics of Recipients and Function of Gifting Anxieties, Miki Nomura (2009)

THANK YOU!