ITAP Consumer Insights: India

ITAP Consumer Insights: IndiaITAP Consumer Insights: India

Gifting and Recognition

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Table of ContentsTable of Contents

Consumer PreferencesConsumer Preferences

Inappropriate Giftspp p

A Deeper Divep

The ITAP Advantage: Consumer Needs and MotivationsNeeds and Motivations

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Consumer Preferences: Generational Differences

Y f i l f h di f ll• Young professionals prefer merchandise from well-known brands such as Nike, Reebok, Arrow, Lacoste, Levi’s and Lee, as well as electronic gadgets such as smartphones, high-end cell phones, iPods, and portable DVD players.

• Both younger and older people appreciate gifts that award gym benefits, a visit to a spa, rejuvenation center, or a yoga studio.

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Consumer Preferences

C i t hConsumers aspire to purchase:• An international holiday for the family• A motorbikeA motorbike• Expensive electronic items• Home appliances and gadgetspp g g

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Inappropriate GiftsInappropriate Gifts

• Do not give a bottle of wine as a gift. Wine is not g gperceived as a gift item. Giving wine is confined to members of the elite.

• Shoes knives and scissors are also inappropriate• Shoes, knives and scissors are also inappropriate. These items are associated with bad luck.

• Avoid giving gifts that violate religious beliefs. Do not g g g ggive alcohol to Muslims.

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Inappropriate GiftsInappropriate Gifts

• Avoid giving even-numbered cash awards and gift g g gcertificates. For example, a cash award of Rs 1,000 should be 1001. Similarly, it is a good omen to give gifts of 1501 2001 and similar denominationsgifts of 1501, 2001, and similar denominations.

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Gifts: Rites of PassageGifts: Rites of Passage

• Birthday: Cards and birthday gifts are welcomed. y y g

• Weddings: Newlyweds appreciate honeymoon and ti k ll ift tifi tvacation packages as well as gift certificates.

• New Baby: One popular gift is the “nappy cake ”• New Baby: One popular gift is the nappy cake, an arrangement of diapers in the shape of a cake.

• Funerals: A wreath would be an appropriate gift.

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A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards

C id i i ift h i th l l• Consider giving a gift voucher in the local currency equivalent to USD 25 to USD120. Vouchers from brands such as Central, Pantaloon, and Shopper Stop are popular.

• Gift vouchers for high end luxury goods from such• Gift vouchers for high-end luxury goods from such brands as Krome, Croma, and LG are popular.

• Tashiq Jewelry or diamonds from retailers such as Tanishq are highly valued.

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Snapshot of India’s Cultural Orientations

Marieke de Mooij

Snapshot of India’s Cultural Orientations

applied Hofstede’sframework to the study of consumer preferences.

ITAP’s Culture in the Workplace Questionnaire™ (or CWQ), collects data that Q),gives insight into consumer preferences across cultures.

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Drawn from Geert Hofstede’sresearch, the image above depicts 

h f d

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across cultures.the country score for India.

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.

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Contact me for Q & ACatherine Mercer Bing

Contact me for Q & A

CEO, ITAP International, Inc.cbing@itapintl.com

ITAP International353 Nassau Street, First FloorPrinceton, NJ 08540 USA(W) 1.215.860.5640(M) 1 609 937 1557(M) 1.609.937.1557http://www.itapintl.com

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