Gift giver's expression of self identity during gift selectiona gender based comparison
Başlık çevirisi mevcut değil.
- Tez No: 519376
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Yüksek Lisans
- Konular: Reklamcılık, İşletme, Advertising, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2014
- Dil: İngilizce
- Üniversite: University of Liverpool
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 79
Özet
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Özet (Çeviri)
This dissertation paper researched the meaning of gift, gift choice criteria and gift giving behaviors from both male and female perspectives in terms of gifts' intangible meanings and messages it transfers. A further aspect to this research is that this dissertation and its findings described the relationship with the consumers' self and the gift that they choose in addition to the symbols attached to those gifts reflecting their self-identities with a comparison of male and female. A mixed-methods research technique was used to find answers to the dissertation question. Quantitative method was done with a survey of 23 questions distributed to 212 participants whose answers were evaluated with statistical analysis. Comparisons within demographic data such as gender, age, income and education were examined. In addition to the quantitative method, qualitative research method was done with one to one interviews in order to support the survey and collect some free-end answers and also to enrich the collected data since one to one interviews lead to more intangible information with the help of observation of respondents' reactions and further comments. Another numeric analysis was done collected as a primary data source from an online shopping website's consumer basket information that involves purchased gift values of male and female period in addition to their brand preferences for 7 months period n 2012-2013 including Valentine's Day shopping period. The results of the dissertation research showed that both genders tend to reflect their self-identities more in the gift that they choose for their partners rather than reflecting the gift receiver's identity since it was suppressed by the gift giver's own identity while female consumers have higher tendencies than male consumers. Furthermore, in addition to self-identities, more intangible values attached to gifts were examined and differences between male and female were determined along with power, status and lifestyles. Although there are some limitations with this research due to being lack of more sociological, psychological and anthropological information, findings of this research are going to provide essential information for future researches in Turkish consumer behaviors in general in addition to Turkish gift giving behaviors of genders with an emphasis on gift givers' self-identities and other related intangible values since this research will be counted as the first research topic completed in Turkey. Due to the fact that gift giving in Turkey has its roots to traditional and cultural habits, this dissertation's findings would be able to reshape consumers' future gift purchases and marketers point of views for their next marketing strategies because this research uncovers male and female subconscious motives during gift buying decisions for their partners.
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