Attityder till presenter - en studie om gifting och self-gifting bland svenska konsumenter
The process of gift-giving is something that occurs all around the world, and most people are both givers and receivers of gifts. While receiving a gift is often associated with joyous feelings, purchasing and giving a gift may not generate the same feelings. The worries of giving a gift may include anguish of finding the right gift for the right person, and not to mention it shall be appropriate given the situation. This paper aims to describe consumer attitudes in various gift-giving occasions. To give another perspective the paper also discusses and describes the term of self-gifting, when the giver and receiver is the same person - you. The results are based on a quantitative study made in Sweden 2014 showing that the attitudes towards gift-giving and self-gifting differ depending on the situation, and that the most important thing is to whom the gift is aimed for. With the knowledge about consumers' attitudes to gift-giving retailers can assist consumer in a better way by focusing on finding a gift that will fit the receiver.