Three purchase motivation scenarios were presented to 553 consumers to test for their purchase intentions for self consumption, family use or gift giving. The study models brand category choice for generic and national brands and contrasts them to Premium Generic Brands. Separate models are developed for food and non-food choice through backward deletion regression analyses. The most parsimonious models reveal strong similarities for self and family consumption, but distinct drivers for gifts. Value for money, image and satisfaction are key factors in brand choice, but for gifts, „image‟ overpowers other predictors. MANOVA showed the Chinese are a distinct consumer segment for brand choice, more open to consider Premium Generic Brands as gifts. Caucasians buy national brands for gift giving.