The study of gifting is an important field in the emerging and developing markets. Using previous literature as a guide, this paper studies the differences of friendship levels in gifting, particularly in the realm of packaging complexion, in Taiwan. Through a focus group, realistic vignettes were created and used to imitate realistic gifting experiences in an effort to gather robust gifting data and examine the differences in friendship layers.
It was found that differences exist between friendship layers in gifting that supported the findings of previous literature, especially gifting between romantically involved individuals. The moderating variables were common gift giving situations that influenced gift giving behavior based on a focus group held in Taiwan. Single and group, male and female, and private and public location were used as the moderating variables, prompting survey respondents with vignettes to simulate gifting situations. Results indicate that gifting for a female recipient, whether from a male or female giver will have an increased preference for complex packaging. Purchasing for several mutual friends, whether close, just or hi/bye friends, will have a decreased preference for complex packaging. The findings attempt to bridge the gap of previous literature in gifting as well as emphasizing the importance of situation in Taiwanese gifting behavior. With these layers and gifting behavior better defined, marketers, foreign or domestic can grasp situational gifting as a serious target to be exploited.

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