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

1. ITAP Consumer Insights: RussiaITAP Consumer Insights: Russia
Gifting and Recognition
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2. 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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3. Consumer Preferences:
Generational Differences
Th ti i i li d t h• The younger generation is more inclined to use shop
credit than the older generation.
• The younger generation likes high tech products suchy g g g p
as:
– mobile phones
– GPS
– Wi-Fi access
Notebooks– Notebooks.
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4. Consumer Preferences
P l i t h l t dk li d i• People appreciate chocolate, vodka, liquor and wine.
• Individuals making less than USD 2 000 a month likeIndividuals making less than USD 2,000 a month like
electronics item such as a toaster, electric kettle,
cordless phone, and small refrigerator for extra
tstorage.
• In Moscow high-end watches (e g Tissot Omega• In Moscow high-end watches (e.g. Tissot, Omega,
Maurice Lacroix, Longines) are desired.
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5. Inappropriate GiftsInappropriate Gifts
• It is not appropriate to give money as a gift, because itg y g
is considered impolite.
• Avoid giving these items, as they are associated with
bad luck:bad luck:
– Knives and other sharp objects
– A half of anything (including cheese), and anythingA half of anything (including cheese), and anything
that features the image of a black cat.
– Yellow flowers are not appropriate, because they
fsignify separation.
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6. Gifts: Rites of PassageGifts: Rites of Passage
• Birthday: The colleagues attending this party mayy g g y y
provide an item for the household gift, a tie, or a
book.
• Weddings: A gift for the home or a painting that• Weddings: A gift for the home or a painting that
the couple would like are appropriate gifts for a
wedding.
• New Baby: Some mothers give their newly-married
daughters a new silver spoon to ensure that they
would have a babywould have a baby.
• Funerals: Friends and family members bring
flowers to the funeral.
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7. A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards
A h i i d h t i i l• A voucher is perceived somewhat suspiciously as a
piece of paper, not as something substantial.
• Vouchers that offer a 10% discount are much more%
popular than vouchers that are tied to a specific
product.
A th bi h i h i hi h id di t• Among the big shopping chains which provide discount
vouchers are Media Markt (electronics) and
Perekrestok (supermarket, appliances, and books).( )
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8. Snapshot of Russia’s Cultural
Marieke de Mooij
p
Orientations
applied Hofstede’s
framework to the study
of consumer preferences.
ITAP’s Culture in the
Workplacep
Questionnaire™ (or
CWQ), collects data that
gives insight intog g
consumer preferences
across cultures.
© 2014 ITAP International, Inc. All Rights Reserved.
Drawn from Geert Hofstede’s
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8© 2014 ITAP International, Inc. All Rights Reserved.
research, the image above depicts
the country score for Russia.

9. 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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10. Contact me for Q & A
Catherine Mercer Bing
Contact me for Q & A
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(M) 1.609.937.1557
http://www.itapintl.com
…thank you…
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