ITAP Consumer Insights: Germany
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Transcript of ITAP Consumer Insights: Germany
1 1 © 2014 ITAP International, Inc. All Rights Reserved.
ITAP Consumer Insights: Germany
Gifting and Recognition
2 2 © 2014 ITAP International, Inc. All Rights Reserved.
Table of Contents
Consumer Preferences
Inappropriate Gifts
A Deeper Dive
The ITAP Advantage: Consumer Needs and Motivations
3 3 © 2014 ITAP International, Inc. All Rights Reserved.
Consumer Preferences
• Individuals appreciate the following items as gifts: - Pen sets - Mugs - Clocks - Wine or a wine set with glasses - A book that speaks to their interests or hobby
4 4 © 2014 ITAP International, Inc. All Rights Reserved.
Consumer Preferences
• The following luxury items are appreciated in Germany: - Expensive spirits, wine - High-quality champagne (Veuve Clicquot, or Moet
& Chandon) – Watches (popular brands include Tissot, Omega,
WMC, Braun) • When giving a present, it is important to have it
wrapped beforehand, preferably with a ribbon. The original product wrapping is not sufficient. A gift normally comes with a card.
5 5 © 2014 ITAP International, Inc. All Rights Reserved.
Inappropriate Gifts
• The following items are not appropriate gifts: – Perfume (unless you’re a family member or a very
close friend) – Scissors – Knives – The number 13 should be avoided – Food baskets should given with care because the
contents might violate religious beliefs (Muslims might not eat pork or drink alcoholic beverages)
6 6 © 2014 ITAP International, Inc. All Rights Reserved.
Gifts: Rites of Passage
• Birthday: An item that speaks to the receiver’s personal interests or a voucher for a store, where one can find anything (to maximize their choice).
• Weddings: A voucher or money along with a bouquet of flowers.
• New Baby: A voucher for a kids store or clothes for the new born baby along with a bouquet of flowers.
• Funerals: Attending the funeral is important. Friends and colleagues purchase a funeral wreath and write condolence cards.
7 7 © 2014 ITAP International, Inc. All Rights Reserved.
A Deeper Dive: Gift Cards
• It is uncommon to give gift certificates. A tangible gift that reflects the person’s preferences (e.g. favorite author or hobby) is best.
• Vouchers work if they are from a shop where the person can buy the thing he/she wants to buy or a local restaurant that has a good reputation.
• Gift certificates are issued by department stores such as Kaufhof and Karstadt, as well as local stores which are not chains.
8 8 © 2014 ITAP International, Inc. All Rights Reserved.
• Marieke de Mooij applied Hofstede’s framework to the study of consumer preferences.
• ITAP’s Culture in the Workplace Questionnaire™ (or CWQ), collects data that gives insight into consumer preferences across cultures.
Snapshot of Germany’s Cultural Orientations
© 2014 ITAP Interna0onal, Inc. All Rights Reserved.
Drawn from Geert Hofstede’s
research, the image above depicts the country score for Germany.
9 9 © 2014 ITAP International, Inc. All Rights Reserved.
• Access global consumer segments through ITAP’s global network.
• Gain insight into the cultural values that inform consumer behavior.
• Make informed decisions about extension and adaptation in global locations: price, product, location, and promotion.
Contact ITAP to…
10 10 © 2014 ITAP International, Inc. All Rights Reserved.
Catherine Mercer Bing CEO, ITAP International, Inc. [email protected] ITAP International 353 Nassau Street, First Floor Princeton, NJ 08540 USA (W) 1.215.860.5640 (M) 1.609.937.1557 http://www.itapintl.com
…thank you…
Contact me for Q & A