Understanding Self-gift Consumer Behaviour (SGCB) in Islamic Religious Occasions: Ramadan & Eid

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Al-Yafai, Rana (2014) Understanding Self-gift Consumer Behaviour (SGCB) in Islamic Religious Occasions: Ramadan & Eid. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

This dissertation aims to understand self-gift consumer behaviour (SGCB) in Islamic religious occasions; in particular, during Ramadan and Eid. In specific, it is aiming to understand its nature, the motivations that trigger this behaviour and finally the emotions associated with such behaviour.

Due to the novelty of this research and the subjective nature of SGCB, exploratory in-depth interviews were employed. This research used the snowball sampling technique; where twelve Arab Muslim consumers were chosen to take part in the interviews.

This study confirms that SGCB does exist in Islamic cultures. The findings not only confirmed the findings of the existing literature but it also added new insights such as the role of religion, family and society in influencing self-gift giving .

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 10 Sep 2014 11:54
Last Modified: 19 Oct 2017 13:55
URI: https://eprints.nottingham.ac.uk/id/eprint/27123

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