ITAP Consumer Insights: RussiaITAP Consumer Insights: Russia
Gifting and Recognition
1
1© 2014 ITAP International, Inc. Al...
Table of ContentsTable of Contents
Consumer PreferencesConsumer Preferences
Inappropriate Giftspp p
A Deeper Divep
The ITA...
Consumer Preferences:
Generational Differences
Th ti i i li d t h• The younger generation is more inclined to use shop
cre...
Consumer Preferences
P l i t h l t dk li d i• People appreciate chocolate, vodka, liquor and wine.
• Individuals making le...
Inappropriate GiftsInappropriate Gifts
• It is not appropriate to give money as a gift, because itg y g
is considered impo...
Gifts: Rites of PassageGifts: Rites of Passage
• Birthday: The colleagues attending this party mayy g g y y
provide an ite...
A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards
A h i i d h t i i l• A voucher is perceived somewhat suspiciously as a
...
Snapshot of Russia’s Cultural
Marieke de Mooij
p
Orientations
applied Hofstede’s
framework to the study
of consumer prefer...
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: Russia

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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: Russia

  1. 1. ITAP Consumer Insights: RussiaITAP Consumer Insights: Russia 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 Th ti i i li d t h• The younger generation is more inclined to use shop credit than the older generation. • The younger generation likes high tech products suchy g g g p as: – mobile phones – GPS – Wi-Fi access Notebooks– Notebooks. 3 3© 2014 ITAP International, Inc. All Rights Reserved.
  4. 4. Consumer Preferences P l i t h l t dk li d i• People appreciate chocolate, vodka, liquor and wine. • Individuals making less than USD 2 000 a month likeIndividuals making less than USD 2,000 a month like electronics item such as a toaster, electric kettle, cordless phone, and small refrigerator for extra tstorage. • In Moscow high-end watches (e g Tissot Omega• In Moscow high-end watches (e.g. Tissot, Omega, Maurice Lacroix, Longines) are desired. 4 4© 2014 ITAP International, Inc. All Rights Reserved.
  5. 5. Inappropriate GiftsInappropriate Gifts • It is not appropriate to give money as a gift, because itg y g is considered impolite. • Avoid giving these items, as they are associated with bad luck:bad luck: – Knives and other sharp objects – A half of anything (including cheese), and anythingA half of anything (including cheese), and anything that features the image of a black cat. – Yellow flowers are not appropriate, because they fsignify separation. 5 5© 2014 ITAP International, Inc. All Rights Reserved.
  6. 6. Gifts: Rites of PassageGifts: Rites of Passage • Birthday: The colleagues attending this party mayy g g y y provide an item for the household gift, a tie, or a book. • Weddings: A gift for the home or a painting that• Weddings: A gift for the home or a painting that the couple would like are appropriate gifts for a wedding. • New Baby: Some mothers give their newly-married daughters a new silver spoon to ensure that they would have a babywould have a baby. • Funerals: Friends and family members bring flowers to the funeral. 6 6© 2014 ITAP International, Inc. All Rights Reserved.
  7. 7. A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards A h i i d h t i i l• A voucher is perceived somewhat suspiciously as a piece of paper, not as something substantial. • Vouchers that offer a 10% discount are much more% popular than vouchers that are tied to a specific product. A th bi h i h i hi h id di t• Among the big shopping chains which provide discount vouchers are Media Markt (electronics) and Perekrestok (supermarket, appliances, and books).( ) 7 7© 2014 ITAP International, Inc. All Rights Reserved.
  8. 8. Snapshot of Russia’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  8 8© 2014 ITAP International, Inc. All Rights Reserved. research, the image above depicts  the country score for Russia.
  9. 9. 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. 9 9© 2014 ITAP International, Inc. All Rights Reserved.
  10. 10. 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… 10 10© 2014 ITAP International, Inc. All Rights Reserved. 10

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