Professional Documents
Culture Documents
relevant to the field of consumer research. Lutz (1979) and Tigert (1979)
both suggest that product category selection and pricing issues should be
addressed. Banks (1979) suggests the importance of the gift search process,
and Belk (1979) suggests the need to look at givers' perceptions of the
recipient's needs and tastes. Sherry (1983) emphasizes the giver's
motivation.
In daily life, giving people gifts is one of the most wonderful traditions,
as it shows generosity and caring. However, how to select a right gift to the
right person which is a normal question for every buyer.
For gift giving, there are two critical things we should know, that are
what you want to buy and who do you want to send.
There are four main functions of gift giving: