itap consumer insights: south korea
TRANSCRIPT
ITAP Consumer Insights: South KoreaITAP Consumer Insights: South Korea
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
K d d t i ti d l f• Koreans are proud and patriotic, and people prefer domestic brands such as Samsung and LG which provide very good customer service.
• But when it comes to watches……young people appreciate NIXON, ALIVE East Tokyo, Swatch and VESTAL watches. Korean watch brands are not highly regarded.brands are not highly regarded.
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Inappropriate GiftsInappropriate Gifts
• The number 4 is considered unlucky and has the yconnotation of death. Sets of four are inappropriate.
• Meat and fish should not be given to some gpractitioners of Buddhism.
• Liquor should not be given to some Christians. To q gavoid this problem, people may be asked about their religious affiliation. This question is not considered awkward or impoliteawkward or impolite.
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Deeper Dive: Gifts and Rites of PassageDeeper Dive: Gifts and Rites of Passage
• Birthday: Some people celebrate their birthday in a y yrestaurant. They sit down for a meal or share drinks during happy hour.
• Weddings: People attending a wedding ceremony• Weddings: People attending a wedding ceremony offer money as a gift.
• New Baby: When the baby is one-year old, he or she y y yis given a ring made of pure gold.
• Funerals: Friends and family make a call of condolence and contribute money to aid in costs ofcondolence and contribute money to aid in costs of the funeral. The money is given in a white envelope that has a Chinese character on it that signifies
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condolences.
A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards
P l lik i i ift d ( h )• People like receiving gift cards (or vouchers). Department stores that provide gift vouchers include: – Sinsekye– Lotte– Emart
• Gift vouchers for restaurants are a good gift, and these are issued by Korean restaurants that are owned by Hilton, Lotte, and Sheraton, as well as international restaurants such as Outback and Bennigan’s.
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Snapshot of South Korea’s Cultural
Marieke de Mooij
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 research the image above
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research, the image above depicts the country score for
South Korea.
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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