ITAP Consumer Insights: India

ITAP Consumer Insights: IndiaITAP Consumer Insights: India

Gifting and Recognition

11© 2014 ITAP International, Inc. All Rights Reserved.

Table of ContentsTable of Contents

Consumer PreferencesConsumer Preferences

Inappropriate Giftspp p

A Deeper Divep

The ITAP Advantage: Consumer Needs and MotivationsNeeds and Motivations


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.


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


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.


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.


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.


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.


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.

© 2014 ITAP International, Inc. All Rights Reserved.

Drawn from Geert Hofstede’sresearch, the image above depicts

h f d


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.


Contact me for Q & ACatherine Mercer Bing

Contact me for Q & A

CEO, ITAP International, [email protected]

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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ITAP Consumer Insights: India