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Q ualitative Research:Q ualitative Research:
It consist of depth Interview,Focus Group, MetaphorAnalysis and collage Research.
T hese technique areadministered by highly trainedinterviewer analyst whoanalyze the finding.
Interest in understandingconsumer experience has lead to
term Interpretivism and theresearcher who adopt thisparadigm are known asInterpretivist.
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Comparison BetweenComparison Between
Positivism Interpretivism
Purpose: Prediction of ConsumerBehavior.Term: Positivism is also knownas Modernism, LogicalEmpiricism.Sampling Method: Large,Probability Sample, providing
that data collection instrumentare valid and reliable that resultcan be viewed as arepresentative of universe.Methodology: Survey,Experiment and Observation.
Purpose: Understanding
Consumption Experience.Term: Interpretivism is alsoknown as experimentalist andpost modernist.Small, Non probability sample ;
finding are generally notgenerally not representative of the universe under study.Methodology: Depth Interview,Focus group.
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H ome Work !!H ome Work !!
1) Motivational Research ?
2) Consumer Gifting Behavior ?
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GIFT ING BEH AVIOR . !!GIFT ING BEH AVIOR . !!
Gifting is an act of symbolicCommunication .
Meanings ranging fromcongratulations and love, to regret,obligation, and dominance
Gifting behavior has been described asthe process in which exchange takes
place between a giver and a recipient..
Reason To Remember
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Reason To Remember . !@!Reason To Remember . !@!
What are the various Reason toRemember ??Whom To Remember?When To Remember ??Why To Remember ??Where To Remember ??
It Can be any moments, any person,
any place , any occasion
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Reason To Remember !!@!!Reason To Remember !!@!!
Life is so busy , gift become reasonfor remembrance .
T ime which You have spent with her,T he smiling moments or the quarrelmoment..
It is only after watching anything
which is related to you,
It must be something which givesyou opportunity to remember her.,
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Wha t Ca n You Gift !!Wha t Ca n You Gift !!
A hand made cardA lovely dinner made specially
for her.
Surprise Gift: H oliday packageor Diamond Jewellery
Soft music with a ball dance
Beautiful card & ChocolatesGifting flowersChampaign With Candle Light
Dinner
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Gifting SubdivisionsGifting Subdivisions
Intergroup
Gifting
Intr a person al Gifting
Intr a groupGifting
Interperson alGifting
Inter-c a tegory
Gifting
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Gifting RelationshipsGifting Relationships
GIFTINGGIFTINGRELATIONSHIPRELATIONSHIP
Intergroup
Intercategory
EXAMPLEEXAMPLEDEFINITIONDEFINITION
Farewell Party / Fresher sParty
A group giving a gift toanother group
Students Giving Gift toteachers.
An individual giving a gift to agroup or a group giving a giftto an individual
Intragroup
Interpersonal
A family buys a Car for itself as a diwali gift.
A group giving a gift to itself or its members
Valentine s Day chocolatespresented from a boyfriendto a girlfriend
An individual giving a gift toanother individual
Intrapersonal A woman buys herself cosmetics to cheer herself
up
Self-gift
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Thank You !!Thank You [email protected]