4: Factor affecting Cash Gift card Actual product choice Difficulty of N/A can be easily the product may purchase purchased at the only be available at issuer’s store or at some retailers and supermarkets or may require some service stations search Product simple product that complex product that can be highly characteristics is well understood requires some complex in terms of by the community consideration as to product features the terms and that need to be conditions that apply considered to ensure it is an appropriate gift choice Effort required to N/A some effort required high effort required choose between to select gift card to ensure that the alternatives from appropriate gift choice is issuer appropriate to the receiver’s needs Benefit to the of high benefit as the likely to be of high the benefit to the receiver receiver can choose a benefit as the receiver is gift of their choice receiver can choose a dependent on the gift of their choice, gift choice being but terms and appropriate to their conditions apply needs Benefit to the giver requires minimal requires some effort, may require a lot of effort, but may not and may be effort, however, a be appropriate to all appropriate to some wellchosen gift is gift giving situations gift giving situations likely to be well received
4: Factor affecting choice Cash Gift card Actual product Difficulty of purchase N/A can be easily purchased at the issuer’s store or at supermarkets or service stations the product may only be available at some retailers and may require some search Product characteristics simple product that is well understood by the community complex product that requires some consideration as to the terms and conditions that apply can be highly complex in terms of product features that need to be considered to ensure it is an appropriate gift choice Effort required to choose between alternatives N/A some effort required to select gift card from appropriate issuer high effort required to ensure that the gift choice is appropriate to the receiver’s needs Benefit to the receiver of high benefit as the receiver can choose a gift of their choice likely to be of high benefit as the receiver can choose a gift of their choice, but terms and conditions apply the benefit to the receiver is dependent on the gift choice being appropriate to their needs Benefit to the giver requires minimal effort, but may not be appropriate to all gift giving situations requires some effort, and may be appropriate to some gift giving situations may require a lot of effort, however, a wellchosen gift is likely to be well received
06072012-Gift-Cards-in-Australian-Market.docx