The document explores consumer preferences in Russia regarding gifting and recognition, highlighting generational differences, popular gift choices, and inappropriate gifts. It discusses cultural norms around gift-giving for various occasions, emphasizing the importance of avoiding certain items considered unlucky. Additionally, it addresses the perception of gift vouchers and discount vouchers, providing insights into the cultural values that influence consumer behavior.

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

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. 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. 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. 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. 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. 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. 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. 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. 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