Consumer behaviour: Gift-giving

 

This paper from TGI reveals how charitable donations vary across the world. Conducted in 12 national markets, the research found that the charities receiving the most support differed greatly between ...

Pamela Danziger, Unity Marketing, looks at gift giving in the US. She sees it as the ultimate in ‘emotional consumerism’, and an opportunity for exponential marketing impact for both retailers and ma ...

Caroline Vogt and Shifra Steinberg describe a research project undertaken by Times Newspapers and Red Media to help understand consumers who purchase premium brands – who they are, what motivates them ...

Alex Seron, who manages TNS’s GiftTrak service, outlines the key characteristics of the gift market in the UK. He looks at online buying, and who buys what as a gift at Christmas.

Gift marketing is a complex issue. This article summarises some of the problems of defining, assessing and understanding gift purchasing – but it makes clear that marketers should not underestimate th ...