Özet:

Considering the size of its economic dimension, research on the gift market and consumer behavior, which has a place not to be underestimated in the world of marketing, has begun to gain momentum. A research has been conducted on the behavior of consumers in Batman, aimed at gift buying behaviors which can also differ on special occasions. In this study, gift buying behaviors in some special days and celebrations such as New Year's Day, Teachers' Day, Valentine's Day, Mother's Day and Religious Holidays were examined. A face-toface survey was applied to 1057 participants in Batman who were reached by easy sampling method. Findings about the frequency of gift purchase of the consumers, the budget they devoted, the pre-purchase research, the time they allocated, the type of gift on which special day they preferred, and the level of the factors they gave importance to in the selection of gifts were obtained.

Anahtar Kelimeler: