Business gifts or how to please loved ones.

Business Gift Gifts of particular interest to Economists, as the economy is only half the gift was a "market". For manufacturers and retailers is extremely important to know the rules and habits of those who make gifts: the most modern of gifts bought at the store. How much money people spend on average gifts? Representatives of any socio-demographic groups make more gifts? In what cases and who often make gifts to people of different countries? All these issues are studying the economics of gifts. How much money people spend on gifts? Studies conducted in different years in different western countries have shown that most people spend on gifts to 4-5% of its budget. According to British researchers (Davis, 1972), the gifts are spent 4,3% family budget, not counting the charity to which Britons spend an additional 1% of their money. The Americans were slightly less generous: in a survey, which was attended by more than 4 thousand American families, in 1990 they spent on gifts, on average, 3.7% of the annual budget (Garner & Wagner, 1991), which ranged from $ 730 to $ 1800 . And three-quarters of the total sum was spent on Christmas gifts, and the rest - for gifts to the birthday, for the wedding and on other occasions. In other cultures on gifts spent much most of the family budget: for example, in Mexico - more than 10%. Who gives more gifts? The generosity of the donor depends on four main factors. 1. Revenue. Wealthier people do not just spend on gifts larger amounts, but they spend most of their income. The ability to make gifts - is a luxury that can afford only provided human beings. 2. Education. Regardless of income, better-educated people give more gifts. Perhaps this is because they have a wider network of social contacts. 3. Floor. Women give more gifts than men, but men's gifts - more expensive. According to a U.S. study (Caplow, 1982), 84% of Christmas gifts do women (alone or jointly with men). In the latter case, a woman chooses a gift and a man - pays. Only 16% of men make their own gifts, without hints (or pressure) women. Moreover, women do most of the preparations for Christmas, including the dinner, cooking meals, guests, etc. 4. Age. Most of the gifts are implementing a middle-aged people who have already raised their children and who has time and money to please others. Who gets gifts? Most of the gifts people give to members of his own family. In the first place - the husband or wife, at the second - the children, then - brothers, sisters and other relatives, and finally friends. According to the American study, children are 7 times more gifts from their parents than the parents - of children (Caplow, 1982). The Americans also often give gifts to teachers, doctors, support staff and subordinates at work, but these gifts - a much more modest price than gifts to family members. Table 1. The cost of Christmas gifts in the U.S. (Source: Caplow, 1982). Gifts Dream (up to $ 5) modest ($ 5-25) Large (more than $ 25) Members of the family 19% 56% 26% Close relatives 28% 59% 13% Far relatives 49% 56% 3% Friends 69% 25% 6% In what cases give gifts In Western countries often give gifts for Christmas and birthday. But these gifts - not the most expensive. According to a study conducted by Canadian researchers (Cheal, 1988), the most expensive gifts to give to the wedding and anniversary. Typically, wedding gifts are practical in nature: it is either necessary in the household items or money for the construction of life newlyweds. Gifts for Easter and Valentine's Day are usually symbolic, as gifts for Christmas and birthday can be both symbolic and practical. Each country has its customs deliver Christmas presents. For example, in England the night Santa Claus brings gifts to children who hang for the stockings over the fireplace or over the bed. In Germany, Christmas gifts to put under the Christmas tree in a room where children are not allowed to enter until prozvenit Christmas bell. In France, Italy and Spain children put their shoes outside the threshold of that night filled with gifts. Fantastic character, who gives gifts to children - not necessarily familiar to us Santa Claus in Shuba and beard. In Sweden this Christmas elf who lives in the basement and watching the whole year for children's behavior. In Italy, this fairy Befana, and in Spain - the three biblical wise men who saw Christmas star on the road to Bethlehem. The strength of these rules and conventions over the centuries is so enduring that completely contradicts the ideology of spontaneity and voluntarism as a gift to the free expression of affection or love. As in the archaic tribes, which presents a mandatory part of the ritual, but still pretend that make them voluntarily, and in modern Western society gifts for the wedding, birthday and Christmas are more forced than spontaneous. Table. 2. The cost of gifts for various occasions (Source: Cheal, 1988) Occasion Average price ($) Easter 9 Valentine's Day 9 Friendly gift 15 Farewell gift 18 Christmas Day 21 Invitations to guests 22 Christening 23 Birthday 27 Party 29 Jubilee 86 Wedding 117 Another 49 The exchange of gifts According to the research of British and American sociologists, more than half the gifts that people give each other throughout the year, are reciprocal (Cheal, 1988). The most common gifts exchanged by their equal social status of people: friends, brothers and sisters. Especially this exchange takes place at Christmas. In doing so, as Christmas gifts people give one another at the same time, the choice of gift is usually based on a prediction of what a gift prepared himself donor. This choice may also be dictated by unwritten rules about who to whom a gift to give, and the "price scale." Common also an exchange of gifts between friends and relatives on birthdays. For weddings case where more difficult because they occur far less frequently, but here has its own internal accounting department: the duty to make a wedding gift to the person who gave you something, the duty to invite to the wedding of relatives and friends. Wedding ceremony, in contrast to the celebration of the birth, has a very deep historical roots. In the folklore of most European countries is subject evil fairies, which forgot to invite to the wedding or at the christening. It avenge that gives a dangerous gift, Jonah. Unfortunately, according to people's beliefs, and waiting for someone who refused the invitation to the feast poor cousin (orphans) or pobrezgoval proposed a modest gift. This motif is repeated too often in Asian and European fairy tales. Among the neighbors is more common to exchange services, which can be viewed as a form of a gift. Free help in the repair of household appliances or cars, care for children or borrowing money and things are preferable forms of relations between the neighbors than employment or other purely market relations (Webley, 1983). According to some socio-psychological theories, if a person is unable to answer appropriate gift for a gift, he feels indebted to those who showed him generosity, and is because of this discomfort and humiliation. So many avoid receiving gifts or services, knowing that would not be able to repay them. For example, people who lost their jobs and facing financial difficulties, often avoid going to visit, because nothing can not donate to your friends. As a result, their social isolation even more increases. Politicians and bureaucrats also apply to gifts with suspicion, because the obligation to repay daritelyu may conflict with their duties and be seen as a bribe. The deep-rooted belief in the person of the need to respond to good good service, pay for a service often used by the advertising and professional canvasser. Meeting on the streets man, they are "selfless" and "a pure heart" give him some small change: a flower, a pen or a calendar, and in return asked to only a small service: buy their juicer, or donate money for the "Society for Krishna Consciousness ". If a person is caught by surprise, it awkward to refuse to someone who has just made him a gift. Spreads in recent decades in Western countries, the rule that a woman invited a man in a restaurant pays for itself, is the result of awareness of situations in which people fall, has accepted a gift. According to observations of psychologists, a woman much more difficult to reject male courtship, even if it unpleasant when he had paid for dinner, or did it any other favor (Argyle, 1991). Along with the mutual exchange of gifts among equals, there are relationships, not to response gifts. For example, parents give children is seven times more gifts than receive from the children. The same ratio remains between the grandmothers, grandfathers and grandchildren, tetyami, uncles and nephews, that is, between those who have family status "survivors" and those who are in need of care. Researchers distinguish between two types of social relations: mutual exchange, in which people expect that their assistance or services will be rewarded, and altruistic attitude, in which they are targeted to the needs of others (Clark & Reis, 1988). Relations with children and other relatives are altruistic and do not require reimbursement, except hope for assistance from children in old age or sickness. Indeed, 70% of older people in the world totally dependent on his family, while the developed countries, children have their parents far less support than in the developing world. According to Canadian researchers, daughter often taking care of their elderly parents than sons, and, in general, women are more altruistic in its relations with friends than men (Offer, 1998). There is another type of relationship, not requiring the response of gifts: the gifts to teachers, doctors, subordinates and support staff. However, these gifts are not an expression of altruism, and gratitude for past services, ie, are part of a relationship of mutual exchange. (continued) AB Fenko, Faculty of psychological counseling MGPPI. Especially for the Academy gift.