ITAP Consumer Insights: China

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ITAP Consumer Insights: ChinaITAP Consumer Insights: China

Gifting and Recognition

© 2014 ITAP International, Inc. All Rights Reserved.

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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

2© 2014 ITAP International, Inc. All Rights Reserved.

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Consumer Preferences: Generational Differences

Old t l d t th t h ti l• Older customers value products that have practical value and impart social status

• Younger generations focus on services (for life convenience) and fashion.

• As a gift, older consumers value a brand name pen or decorative item made of crystal or metal. y

• In contrast, young consumers accept gadgets and decorative items made of plastic.


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Consumer Preferences: Marital Status and ProfessionalMarital Status and Professional Achievement

I di id l h h hit ll j b• Individuals who have white collar jobs:– If unmarried, prefer fashionable consumer

electronics such as iPod or iPhone, digital photo album, or USB flash memory drive.

– If married, prefer down coat, silk quilt, or electronic dictionarydictionary.

• Individuals who have travelled and worked overseas may appreciate foreign wine, a wristwatch, souvenir from abroad or a book by a well known authorfrom abroad, or a book by a well-known author.


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Inappropriate GiftsInappropriate Gifts

• Products without practical usage value or without decorative functional value are not gifts. Examples include a catalog, a brochure, or a book describing your city.

• Traditionally a clock would not be given as a gift (as theTraditionally a clock would not be given as a gift (as the word for clock has same the pronunciation as “sending away the deceased spirit”), but a pocket or wristwatch is acceptableacceptable.

• A hat or anything to wear on one’s head should not be green as it signifies adultery on the part of one’s spouse.Th b 4 ( d th th d f d th) i• The number 4 (sounds the same as the word for death) is considered an unlucky number. Anything that is a set of 4 items (e.g. pens) should be avoided.


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Inappropriate GiftsInappropriate Gifts

• Art work containing an iconic item or animal that could be misinterpreted by the receiver would not be appropriate.

• Examples include:– a gun or blade could imply aggression or conflicta gun or blade could imply aggression or conflict– a pig implies laziness– a snake or fox implies cunning– a snail implies being slow a s a p es be g s o

• Some iconic that animals do NOT carry negative connotations are: ox horse tiger and eagleconnotations are: ox, horse, tiger and eagle.


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A Deeper Dive: Gifts and Rites of PassageA Deeper Dive: Gifts and Rites of Passage

• Birthday: The person celebrating a birthday is y g yoffered a bowl of noodles. Long noodles symbolize longevity.

• Wedding: A red envelope containing the local cash• Wedding: A red envelope containing the local cash equivalent of USD 75-150 is appropriate.

• The birth of a baby: A red envelope with the local y pcash equivalent of about USD 20, some practical baby gift item, toy or baby clothes.Funeral: A flower basket and a white envelope for• Funeral: A flower basket and a white envelope for the family with the local cash equivalent of USD 75-150.


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A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards• Stores:

Carrefour shopping card is practical for everyday items– Carrefour shopping card is practical for everyday items in Shanghai.

– Genso dessert voucher is accepted in major cities in Chi h th G hChina wherever there are Genso shops.

– Haagen-Dazs ice-cream voucher is appropriate in major cities in China.

• Cards:– Lianhua OK card is accepted by many store chains

across China except Henan and Zhenjiang Provincesacross China, except Henan and Zhenjiang Provinces.– Shang Tong Ka, accepted by lots of stores in Beijing,

including some department stores.


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Snapshot of Chinese Cultural Orientations

• Marieke de Mooij

Snapshot of Chinese Cultural Orientations

japplied Hofstede’s framework to the study of consumerof consumer preferences.

ITAP’ C lt i th• ITAP’s Culture in the Workplace Questionnaire™ (or CWQ), collects data that gives insight into consumer preferences

© 2014 ITAP International, Inc. All Rights Reserved.

Drawn from Geert Hofstede’s research, th i b d i t th t


consumer preferences across cultures.

the image above depicts the country score for China.

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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) 1.609.937.1557http://www.itapintl.com

…thank you…


ITAP Consumer Insights: China

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