Understanding Gift Giving Behavior : A Jakarta Study

Giving gift is a part of culture yet it is also big business. In order to win this business, understanding gift giving behavior, particularly in specific markets, is essential. This study aims to explore gift giving behavior based on gift and recipient characteristics as well as to investigate the influence of gender and age on such behavior. The findings from a survey of 144 respondents showed that there is a significant difference in various types of gifts for seven different recipient groups. Gender and age were also found as significant variables in choosing gifts. Despite the small number of respondents, the findings can be useful as inputs for companies and gift stores in understanding gift giving behavior in Jakarta