Sustainable Customised Gifting Solutions: Consumer Perceptions In The Saurashtra Region

Abstract

The personalized gifting market in India has been witnessing steady growth, shaped by changing lifestyles, emotional value attached to gifts, and the increasing appeal of unique, customized products. While much of the industry’s focus remains on metropolitan areas, regional markets such as Saurashtra offer distinct opportunities influenced by local culture and traditions. This study explores consumer perceptions, preferences, and purchase behaviour in this segment through a survey of respondents from diverse backgrounds. The findings reveal that birthdays are the most common gifting occasion, with strong interest in products that blend quality, design, and emotional significance. Gifts for special occasions emerged as the most preferred category, while niche segments like pet gifts attracted limited attention. Factors such as product quality, visual appeal, and material played a greater role in purchase decisions than price or personalization alone. The study highlights the need for businesses to align offerings with cultural values, quality expectations, and spending patterns to succeed in regional markets.