Occasions and motivations for gift-giving: A comparative study of Malay and Chinese consumers in urban Malaysia
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...
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College of Management, National Cheng Kung University
2005
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my.um.eprints.250382020-07-13T01:25:48Z http://eprints.um.edu.my/25038/ Occasions and motivations for gift-giving: A comparative study of Malay and Chinese consumers in urban Malaysia Othman, Md Nor Ong, Fon Sim Teng, Anna T.M. Business Business ethics 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. College of Management, National Cheng Kung University 2005 Article PeerReviewed text en http://eprints.um.edu.my/25038/1/Occasions%20and%20Motivations%20for%20Gift-giving-A%20comparative%20Study%20of%20Malaya%20and%20Chinese%20Consumers%20in%20.pdf 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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Business Business ethics Othman, Md Nor Ong, Fon Sim Teng, Anna T.M. Occasions and motivations for gift-giving: A comparative study of Malay and Chinese consumers in urban Malaysia |
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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. |
format |
Article |
author |
Othman, Md Nor Ong, Fon Sim Teng, Anna T.M. |
author_facet |
Othman, Md Nor Ong, Fon Sim Teng, Anna T.M. |
author_sort |
Othman, Md Nor |
title |
Occasions and motivations for gift-giving: A comparative study of Malay and Chinese consumers in urban Malaysia |
title_short |
Occasions and motivations for gift-giving: A comparative study of Malay and Chinese consumers in urban Malaysia |
title_full |
Occasions and motivations for gift-giving: A comparative study of Malay and Chinese consumers in urban Malaysia |
title_fullStr |
Occasions and motivations for gift-giving: A comparative study of Malay and Chinese consumers in urban Malaysia |
title_full_unstemmed |
Occasions and motivations for gift-giving: A comparative study of Malay and Chinese consumers in urban Malaysia |
title_sort |
occasions and motivations for gift-giving: a comparative study of malay and chinese consumers in urban malaysia |
publisher |
College of Management, National Cheng Kung University |
publishDate |
2005 |
url |
http://eprints.um.edu.my/25038/1/Occasions%20and%20Motivations%20for%20Gift-giving-A%20comparative%20Study%20of%20Malaya%20and%20Chinese%20Consumers%20in%20.pdf http://eprints.um.edu.my/25038/ |
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1680856995165372416 |
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13.160551 |