Özet:

The gift tradition is a universal and functional culture pattern that is encountered in all cultures. This tradition has been maintained in both primitive and contemporary cultures. In modern cultures, gift giving has been offering more opportunuties to consumers than previous eras In the gift of gift tradition, it is necessary to bring together fields such as consumer behavior, history of economy, psychology, sociology, anthropology, and culture in order to be able to examine the behavior of women in buying gifts, giving gifts and accepting gifts from the others. purpose of this paper is to try to understand the feelings, thoughts and expectations of women about gift giving. For this purpose, firstly the concept of gift giving and in this direction the thoughts, attitudes and behaviors of women in gift giving were thoroughly examined from the past to the present and new suggestions were made as stated in the results obtained from this paper

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