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

1. ITAP Consumer Insights: SingaporeITAP Consumer Insights: Singapore
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 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
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– Expensive paintings and antiques, including vases

4. 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
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pp p
candles and joss sticks (incense) as they are associated
with funerals.

5. 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 ay y g g y
cake 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
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a verse would be appreciated.

6. 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
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issue.

7. Snapshot of Singapore’s Cultural
Marieke de Mooij
p g 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
h th i b
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7© 2014 ITAP International, Inc. All Rights Reserved.
research, the image above
depicts the country score for
Singapore.

8. 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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9. 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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9© 2014 ITAP International, Inc. All Rights Reserved.