ITAP Consumer Insights: Germany

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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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ITAP Consumer Insights: Germany

  1. 1. 1 1© 2014 ITAP International, Inc. All Rights Reserved. ITAP Consumer Insights: Germany Gifting and Recognition
  2. 2. 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. 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. 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. 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. 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. 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. 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. 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. 10 10© 2014 ITAP International, Inc. All Rights Reserved. Catherine Mercer Bing 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… Contact me for Q & A

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