Abstract:
Despite the importance of gift-giving in Sri Lanka’s cultural and retail context, little
research has explored the emotional drivers that shape consumer gift-purchasing
decisions, despite their relevance to established consumer behaviour theories on
emotion-driven decision-making. The objective of this study is to explore how
emotional, cultural, aesthetic and practical factors influence gift-purchasing decisions
in the local retail industry. Using a qualitative approach and purposive sampling was
employed to capture participants with relevant experiences and understandings of the
store’s offerings. Researchers conducted six in-depth interviews and four focus group
discussions with customers at the Honey Bee (Gifts & Crafts) store in Northern Sri
Lanka. This targeted selection ensured that participants had relevant experiences and
understandings of the store’s offerings, including how specific products, displays and
contexts influenced their shopping behaviour. Thematic analysis highlighted four
main influences on how people choose gifts. Emotional drivers include personal
connections and meaningful milestones, while cultural drivers reflect the role of
traditions in gift-giving. Aesthetic drivers capture the appeal of colourful, creative
displays and attractive packaging, and practical drivers involve recommendations
from others, helpful customer service, fair pricing, and good product quality.
Together, these factors shape the way customers make thoughtful and meaningful
choices in the local retail context. From a psychological perspective, personalised
service, empathetic staff, warm lighting and engaging displays make shopping more
enjoyable, foster loyalty and highlight the key role of emotions in consumer decision-making. Customers are naturally drawn to colourful, creative displays and gifts that reflect personal milestones and cultural traditions. By revealing the unique influence
of cultural traditions and emotional connections on gift-purchasing decisions, this
study fills a gap in the literature on consumer emotions in Sri Lanka and provides.
practical guidance for enhancing customer experiences in local retail.
