Your SlideShare is downloading. ×
0
ITAP Consumer Insights: Germany
ITAP Consumer Insights: Germany
ITAP Consumer Insights: Germany
ITAP Consumer Insights: Germany
ITAP Consumer Insights: Germany
ITAP Consumer Insights: Germany
ITAP Consumer Insights: Germany
ITAP Consumer Insights: Germany
ITAP Consumer Insights: Germany
ITAP Consumer Insights: Germany
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

ITAP Consumer Insights: Germany

608

Published on

Table of contents: …

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

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
608
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 1 1© 2014 ITAP International, Inc. All Rights Reserved. ITAP Consumer Insights: Germany Gifting and Recognition
  • 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© 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© 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© 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© 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© 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© 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© 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© 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

×