ITAP Consumer Insights: China

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Table of contents:
- Consumer preferences
- Inappropriate gifts
- A deeper dive
- A ITAP advantage: Consumer needs and motivations

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ITAP Consumer Insights: China

  1. 1. 1 ITAP Consumer Insights: ChinaITAP Consumer Insights: China Gifting and Recognition © 2014 ITAP International, Inc. All Rights Reserved.
  2. 2. 2 Table of ContentsTable of Contents Consumer PreferencesConsumer Preferences Inappropriate Giftspp p A Deeper Divep The ITAP Advantage: Consumer Needs and MotivationsNeeds and Motivations 2 © 2014 ITAP International, Inc. All Rights Reserved.
  3. 3. 3 Consumer Preferences: Generational Differences Old t l d t th t h ti l• Older customers value products that have practical value and impart social status • Younger generations focus on services (for life convenience) and fashion. • As a gift, older consumers value a brand name pen or decorative item made of crystal or metal.y • In contrast, young consumers accept gadgets and decorative items made of plastic. 3 © 2014 ITAP International, Inc. All Rights Reserved.
  4. 4. 4 Consumer Preferences: Marital Status and ProfessionalMarital Status and Professional Achievement I di id l h h hit ll j b• Individuals who have white collar jobs: – If unmarried, prefer fashionable consumer electronics such as iPod or iPhone, digital photo album, or USB flash memory drive. – If married, prefer down coat, silk quilt, or electronic dictionarydictionary. • Individuals who have travelled and worked overseas may appreciate foreign wine, a wristwatch, souvenir from abroad or a book by a well known authorfrom abroad, or a book by a well-known author. 4 © 2014 ITAP International, Inc. All Rights Reserved.
  5. 5. 5 Inappropriate GiftsInappropriate Gifts • Products without practical usage value or without decorative functional value are not gifts. Examples include a catalog, a brochure, or a book describing your city. • Traditionally a clock would not be given as a gift (as theTraditionally a clock would not be given as a gift (as the word for clock has same the pronunciation as “sending away the deceased spirit”), but a pocket or wristwatch is acceptableacceptable. • A hat or anything to wear on one’s head should not be green as it signifies adultery on the part of one’s spouse. Th b 4 ( d th th d f d th) i• The number 4 (sounds the same as the word for death) is considered an unlucky number. Anything that is a set of 4 items (e.g. pens) should be avoided. 5 © 2014 ITAP International, Inc. All Rights Reserved.
  6. 6. 6 Inappropriate GiftsInappropriate Gifts • Art work containing an iconic item or animal that could be misinterpreted by the receiver would not be appropriate. • Examples include: – a gun or blade could imply aggression or conflicta gun or blade could imply aggression or conflict – a pig implies laziness – a snake or fox implies cunning – a snail implies being slowa s a p es be g s o • Some iconic that animals do NOT carry negative connotations are: ox horse tiger and eagleconnotations are: ox, horse, tiger and eagle. 6 © 2014 ITAP International, Inc. All Rights Reserved.
  7. 7. 7 A Deeper Dive: Gifts and Rites of PassageA Deeper Dive: Gifts and Rites of Passage • Birthday: The person celebrating a birthday isy g y offered a bowl of noodles. Long noodles symbolize longevity. • Wedding: A red envelope containing the local cash• Wedding: A red envelope containing the local cash equivalent of USD 75-150 is appropriate. • The birth of a baby: A red envelope with the localy p cash equivalent of about USD 20, some practical baby gift item, toy or baby clothes. Funeral: A flower basket and a white envelope for• Funeral: A flower basket and a white envelope for the family with the local cash equivalent of USD 75- 150. 7 © 2014 ITAP International, Inc. All Rights Reserved.
  8. 8. 8 A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards • Stores: Carrefour shopping card is practical for everyday items– Carrefour shopping card is practical for everyday items in Shanghai. – Genso dessert voucher is accepted in major cities in Chi h th G hChina wherever there are Genso shops. – Haagen-Dazs ice-cream voucher is appropriate in major cities in China. • Cards: – Lianhua OK card is accepted by many store chains across China except Henan and Zhenjiang Provincesacross China, except Henan and Zhenjiang Provinces. – Shang Tong Ka, accepted by lots of stores in Beijing, including some department stores. 8 © 2014 ITAP International, Inc. All Rights Reserved.
  9. 9. 9 Snapshot of Chinese Cultural Orientations • Marieke de Mooij Snapshot of Chinese Cultural Orientations j applied Hofstede’s framework to the study of consumerof consumer preferences. ITAP’ C lt i th• ITAP’s Culture in the Workplace Questionnaire™ (or CWQ), collects data that gives insight into consumer preferences © 2014 ITAP International, Inc.  All Rights Reserved. Drawn from Geert Hofstede’s research,  th i b d i t th t 9 © 2014 ITAP International, Inc. All Rights Reserved. consumer preferences across cultures. the image above depicts the country  score for China.
  10. 10. 10 Contact ITAP to • Access global consumer segments Contact ITAP to… Access global consumer segments through ITAP’s global network. • Gain insight into the cultural values that• Gain insight into the cultural values that inform consumer behavior. M k i f d d i i b t• Make informed decisions about extension and adaptation in global l ti i d t l ti dlocations: price, product, location, and promotion. 10 © 2014 ITAP International, Inc. All Rights Reserved.
  11. 11. 11 Contact me for Q & A Catherine Mercer Bing Contact me for Q & A CEO, ITAP International, Inc. cbing@itapintl.com 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… 11 © 2014 ITAP International, Inc. All Rights Reserved.

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