This document discusses gift giving preferences and cultural considerations for consumers in India. It notes that young professionals prefer branded merchandise and electronics as gifts. Both young and old appreciate gifts like gym memberships or spa packages. Certain gifts like wine, knives, scissors or those violating religious beliefs are inappropriate. Cash gifts should avoid even amounts due to superstitions. Popular gifts for occasions like birthdays, weddings and babies include cards, vacation packages, and decorative diaper arrangements. Gift cards between $25-$120 USD for retailers are also well-received, especially for luxury brands. The document examines India's cultural orientations using Hofstede's framework and how this informs consumer behavior.

1. ITAP Consumer Insights: IndiaITAP Consumer Insights: India
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
Y f i l f h di f ll• Young professionals prefer merchandise from well-
known brands such as Nike, Reebok, Arrow, Lacoste,
Levi’s and Lee, as well as electronic gadgets such as
smartphones, high-end cell phones, iPods, and
portable DVD players.
• Both younger and older people appreciate gifts that
award gym benefits, a visit to a spa, rejuvenation
center, or a yoga studio.
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4. Consumer Preferences
C i t hConsumers aspire to purchase:
• An international holiday for the family
• A motorbikeA motorbike
• Expensive electronic items
• Home appliances and gadgetspp g g
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5. Inappropriate GiftsInappropriate Gifts
• Do not give a bottle of wine as a gift. Wine is notg g
perceived as a gift item. Giving wine is confined to
members of the elite.
• Shoes knives and scissors are also inappropriate• Shoes, knives and scissors are also inappropriate.
These items are associated with bad luck.
• Avoid giving gifts that violate religious beliefs. Do notg g g g
give alcohol to Muslims.
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6. Inappropriate GiftsInappropriate Gifts
• Avoid giving even-numbered cash awards and giftg g g
certificates. For example, a cash award of Rs 1,000
should be 1001. Similarly, it is a good omen to give
gifts of 1501 2001 and similar denominationsgifts of 1501, 2001, and similar denominations.
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7. Gifts: Rites of PassageGifts: Rites of Passage
• Birthday: Cards and birthday gifts are welcomed.y y g
• Weddings: Newlyweds appreciate honeymoon and
ti k ll ift tifi tvacation packages as well as gift certificates.
• New Baby: One popular gift is the “nappy cake ”• New Baby: One popular gift is the nappy cake,
an arrangement of diapers in the shape of a cake.
• Funerals: A wreath would be an appropriate gift.
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8. A Deeper Dive: Gift CardsA Deeper Dive: Gift Cards
C id i i ift h i th l l• Consider giving a gift voucher in the local currency
equivalent to USD 25 to USD120. Vouchers from
brands such as Central, Pantaloon, and Shopper Stop
are popular.
• Gift vouchers for high end luxury goods from such• Gift vouchers for high-end luxury goods from such
brands as Krome, Croma, and LG are popular.
• Tashiq Jewelry or diamonds from retailers such as
Tanishq are highly valued.
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9. Snapshot of India’s Cultural Orientations
Marieke de Mooij
Snapshot of India’s Cultural Orientations
applied Hofstede’s
framework to the study
of consumer
preferences.
ITAP’s Culture in the
Workplace
Questionnaire™ (or
CWQ), collects data thatQ),
gives insight into
consumer preferences
across cultures.
© 2014 ITAP International, Inc. All Rights Reserved.
Drawn from Geert Hofstede’s
research, the image above depicts
h f d
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across cultures.
the country score for India.

10. 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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11. 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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