Table of contents: - Consumer preferences - Inappropriate gifts - A deeper dive - The ITAP advantage: Consumer needs and motivations

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1© 2014 ITAP International, Inc. All Rights Reserved.
ITAP Consumer Insights: Germany
Gifting and Recognition

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2© 2014 ITAP International, Inc. All Rights Reserved.
Table of Contents
Consumer Preferences
Inappropriate Gifts
A Deeper Dive
The ITAP Advantage: Consumer Needs and Motivations

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3© 2014 ITAP International, Inc. All Rights Reserved.
Consumer Preferences
• 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

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4© 2014 ITAP International, Inc. All Rights Reserved.
Consumer Preferences
• 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.

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5© 2014 ITAP International, Inc. All Rights Reserved.
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)

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6© 2014 ITAP International, Inc. All Rights Reserved.
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.

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7© 2014 ITAP International, Inc. All Rights Reserved.
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.

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8© 2014 ITAP International, Inc. All Rights Reserved.
• 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.

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9© 2014 ITAP International, Inc. All Rights Reserved.
• 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…

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10© 2014 ITAP International, Inc. All Rights Reserved.
Catherine Mercer Bing
CEO, ITAP International, Inc.
cbing@itapintl.com
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
…thank you…
Contact me for Q & A