itap consumer insights: germany

1 1 © 2014 ITAP International, Inc. All Rights Reserved.

ITAP Consumer Insights: Germany

Gifting and Recognition


Table of Contents

Consumer Preferences

Inappropriate Gifts

A Deeper Dive

The ITAP Advantage: Consumer Needs and Motivations



•  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



•  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.


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)


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.


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.


•  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.


•  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…


Catherine Mercer Bing CEO, ITAP International, Inc. [email protected] 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

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itap consumer insights: germany

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