“Surprise Gift” Purchases of Small Electric Appliances: A Pilot Study
Understanding decision-making processes for gifts is of strategic importance for companies selling small electrical appliances as gifts account for a large part of their sales. Among all gifts, the ones that are surprising are the most valued by recipients. However, research about decision-making processes involved in surprise gift purchases is lacking. This article shows, for example, that design and money back guarantees are more important for the purchase of surprise gifts than other gifts. The brand name, however, appears to be less important. Also, surprise gifts are more often bought on the spot, without extended information search (similar to impulse purchases).
|Keywords||Decision-Making Process, Gift Purchase, Logistic Regression, Panel Data, Small Electrical Appliances, Surprise|
|Publisher||Erasmus Research Institute of Management (ERIM)|
Vanhamme, J., & de Bont, C.J.P.M.. (2005). “Surprise Gift” Purchases of Small Electric Appliances: A Pilot Study (No. ERS-2005-081-MKT). ERIM report series research in management Erasmus Research Institute of Management. Erasmus Research Institute of Management (ERIM). Retrieved from http://hdl.handle.net/1765/7177