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ITAP Consumer Insights: South KoreaITAP Consumer Insights: South Korea
Gifting and Recognition
1
1© 2014 ITAP Internationa...
Table of ContentsTable of Contents
Consumer PreferencesConsumer Preferences
Inappropriate Giftspp p
A Deeper Divep
The ITA...
Consumer Preferences:
Generational Differences
K d d t i ti d l f• Koreans are proud and patriotic, and people prefer
dome...
Inappropriate GiftsInappropriate Gifts
• The number 4 is considered unlucky and has they
connotation of death. Sets of fou...
Deeper Dive: Gifts and Rites of PassageDeeper Dive: Gifts and Rites of Passage
• Birthday: Some people celebrate their bir...
A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards
P l lik i i ift d ( h )• People like receiving gift cards (or vouchers)...
Snapshot of South Korea’s Cultural
Marieke de Mooij
p
Orientations
applied Hofstede’s
framework to the study
of consumer p...
Contact ITAP to
• Access global consumer segments
Contact ITAP to…
Access global consumer segments
through ITAP’s global n...
Contact me for Q & A
Catherine Mercer Bing
Contact me for Q & A
CEO, ITAP International, Inc.
cbing@itapintl.com
ITAP Inte...
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ITAP Consumer Insights: South Korea

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

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Transcript of "ITAP Consumer Insights: South Korea"

  1. 1. ITAP Consumer Insights: South KoreaITAP Consumer Insights: South Korea Gifting and Recognition 1 1© 2014 ITAP International, Inc. All Rights Reserved.
  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 2© 2014 ITAP International, Inc. All Rights Reserved.
  3. 3. Consumer Preferences: Generational Differences K d d t i ti d l f• Koreans are proud and patriotic, and people prefer domestic brands such as Samsung and LG which provide very good customer service. • But when it comes to watches… …young people appreciate NIXON, ALIVE East Tokyo, Swatch and VESTAL watches. Korean watch brands are not highly regarded.brands are not highly regarded. 3 3© 2014 ITAP International, Inc. All Rights Reserved.
  4. 4. Inappropriate GiftsInappropriate Gifts • The number 4 is considered unlucky and has they connotation of death. Sets of four are inappropriate. • Meat and fish should not be given to someg practitioners of Buddhism. • Liquor should not be given to some Christians. Toq g avoid this problem, people may be asked about their religious affiliation. This question is not considered awkward or impoliteawkward or impolite. 4 4© 2014 ITAP International, Inc. All Rights Reserved.
  5. 5. Deeper Dive: Gifts and Rites of PassageDeeper Dive: Gifts and Rites of Passage • Birthday: Some people celebrate their birthday in ay y restaurant. They sit down for a meal or share drinks during happy hour. • Weddings: People attending a wedding ceremony• Weddings: People attending a wedding ceremony offer money as a gift. • New Baby: When the baby is one-year old, he or shey y y is given a ring made of pure gold. • Funerals: Friends and family make a call of condolence and contribute money to aid in costs ofcondolence and contribute money to aid in costs of the funeral. The money is given in a white envelope that has a Chinese character on it that signifies 5 5© 2014 ITAP International, Inc. All Rights Reserved. condolences.
  6. 6. A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards P l lik i i ift d ( h )• People like receiving gift cards (or vouchers). Department stores that provide gift vouchers include: – Sinsekye – Lotte – Emart • Gift vouchers for restaurants are a good gift, and these are issued by Korean restaurants that are owned by Hilton, Lotte, and Sheraton, as well as international restaurants such as Outback and Bennigan’s. 6 6© 2014 ITAP International, Inc. All Rights Reserved.
  7. 7. Snapshot of South Korea’s Cultural Marieke de Mooij p Orientations applied Hofstede’s framework to the study of consumer preferences. ITAP’s Culture in the Workplacep Questionnaire™ (or CWQ) collects data that gives insight intog g consumer preferences across cultures. ©2014 ITAP International, Inc. All Rights Reserved. Drawn from Geert Hofstede’s research the image above 7 7© 2014 ITAP International, Inc. All Rights Reserved. research, the image above depicts the country score for South Korea.
  8. 8. 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. 8 8© 2014 ITAP International, Inc. All Rights Reserved.
  9. 9. 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(M) 1.609.937.1557 http://www.itapintl.com …thank you… 9 9© 2014 ITAP International, Inc. All Rights Reserved.
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