itap consumer insights: singapore
TRANSCRIPT
ITAP Consumer Insights: SingaporeITAP Consumer Insights: Singapore
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
Th ti f l t th• The younger generation feels pressure to wear the latest fashion and have the latest electronic gadgets such as:– iPods– Touch-screen video players– Electronic dictionariesElectronic dictionaries
• Older customers look for quality; this includes items of practical value and related social status such as: – Elegant crystal objects– Sculpture– Precious stone ornaments and jade
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j– Expensive paintings and antiques, including vases
Inappropriate GiftsInappropriate Gifts
• Generally things without practical or decorative value are not considered gifts.
• Gifts with a connotation of severance or cutting, such as scissors or knives are not appropriate as they symbolizescissors or knives, are not appropriate as they symbolize conflict. Letter-openers however are an exception.
• For the Chinese, the number 4 sounds like the word for death, so it is important not to give anything in a set of four.
• Clocks are also considered inappropriate gifts, as the Chinese expression for “giving clock” has connotations ofChinese expression for giving clock has connotations of death.
• Other inappropriate items include straw sandals, white
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pp pcandles and joss sticks (incense) as they are associated with funerals.
A Deeper Dive: Gifts and Rites of PassageA Deeper Dive: Gifts and Rites of Passage
• Birthday: Rarely is a gift given; it may be that a y y g g ycake and/or noodles which signify “longevity” (a Chinese birthday tradition) are prepared.
• Weddings: A red envelope with cash is traditional.
• New Baby: Gifts by those who personally know the parents are appreciated.
• Funerals: A flower basket containing a banner with a verse would be appreciated
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a verse would be appreciated.
A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards
• Gift vouchers are becoming more and more popular.
• Hotel vouchers are also welcomed, especially when they confer access to a restaurant or a spa. M b f th ld ti i t• Members of the older generation appreciate a voucher or a gift certificate for an item that confers social status.social status.
• Young people appreciate sports club memberships and vouchers that travel agencies
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issue.
Snapshot of Singapore’s Cultural
Marieke de Mooij
p g pOrientations
applied Hofstede’s framework to the study of consumer preferences.
ITAP’s Culture in the Workplace pQuestionnaire™ (or CWQ), collects data that gives insight into g gconsumer preferences across cultures.
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Drawn from Geert Hofstede’s h th i b
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research, the image above depicts the country score for
Singapore.
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, [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
…thank you…
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