SHOPPING BEHAVIOR AT CHRISTMAS AND THE ACT OF GIVING GIFTS
A CASE STUDY IN THE MICROREGION OF SÃO SEBASTIÃO DO PARAÍSO – MG
DOI:
https://doi.org/10.12662/2359-618xregea.v13i3.p40-55.2024Keywords:
act of gifting, purchasing behavior, christmas shoppingAbstract
This article aimed to analyze the behavior of purchasing Christmas gifts and the motivations for giving gifts among consumers in the region of São Sebastião do Paraíso – MG. As a research proposal, it is believed that Christmas is an occasion in which people are contaminated by a moment of gratitude, care, and affection, where giving gifts is a way of showing their feelings. To obtain the data, a quantitative survey was carried out with a questionnaire applied to 125 participants. The evidence collected showed that the motivation for giving gifts during this time of year is to maintain emotional relationships with the family. The assumptions raised about gifting (gift, reciprocity, occasion, symbolism, function of the act of gifting, and ritual) were present in this festivity, where feelings of gratitude and pleasure when giving gifts are observed.
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