ITAP Consumer Insights: SingaporeITAP Consumer Insights: Singapore

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

22© 2014 ITAP International, Inc. All Rights Reserved.

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

33© 2014 ITAP International, Inc. All Rights Reserved.

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

44© 2014 ITAP International, Inc. All Rights Reserved.

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

55© 2014 ITAP International, Inc. All Rights Reserved.

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

66© 2014 ITAP International, Inc. All Rights Reserved.

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.

©2014 ITAP International, Inc. All Rights Reserved.

Drawn from Geert Hofstede’s h th i b

77© 2014 ITAP International, Inc. All Rights Reserved.

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.

88© 2014 ITAP International, Inc. All Rights Reserved.

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

…thank you…

99© 2014 ITAP International, Inc. All Rights Reserved.