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International Marketing

International Marketing. Dichter’s Consumption Motives (A lot is related to prejudices about gender preferences, sex roles, and male-female interactions, which are not necessarily true across cultures). November 2009. Percentage. Dichter's consumption motives. UNIVERSAL. RELATIVE. Power.

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International Marketing

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  1. International Marketing Dichter’s Consumption Motives (A lot is related to prejudices about gender preferences, sex roles, and male-female interactions, which are not necessarily true across cultures) November 2009

  2. Percentage Dichter's consumption motives UNIVERSAL RELATIVE Power Sugary products 33% 67% Large breakfasts Bowling 0% 100% Electric trains 67% 33% Pistols 100% 0% Power tools 67% 33% Masculinity - Virility Coffee 0% 100% Red meat 33% 67% Heavy shoes 33% 67% Toy guns 100% 0% Buying fur coats for women 67% 33% Shaving with a razor 0% 100% 33% 67% Association of products with money, male gender, Typically male tasks (in particular cultures, not all) Association of products with male-preferred items, male physical attributes, gender interactions

  3. Association of products with home-related, reassurement items, avoiding impairment, tradition, old products (conservativeness) Association of products with culturally constructed male interpretations of what is erotic or not (extremely outdated)

  4. Moral purity-Cleanliness White bread 0% 100% Cotton fabric 67% 33% Cleaning chemicals 33% 67% Bathing 67% 33% Oatmeal 0% 100% Companionship Ice-cream 0% 100% Coffee 0% 100% Love and affection Toys 100% 0% Sugar and honey 100% 0% (Social) Acceptance Soap 0% 100% Beauty products 33% 67% Association of products Through colors (white), concept of cleanliness (and its relation to chemicals) and acts of self-cleaning

  5. Association of products with (supposed? Male assumption?) female preference for certain items

  6. You have estimated that consumption motives are: • universal: 37% • relative: 63%

  7. A consistent pattern over time • 2002-2003: 40% universal, 60% relative • 2003-2004: 44% universal, 56% relative • 2004-2005: 36% universal, 64% relative • 2005-2006: 36% universal, 64% relative • 2006-2007: 45% universal, 55% relative • 2007-2008: 49% universal, 51% relative • 2008-2009: 44% universal, 56% relative • 2009-2010: 37% universal, 63% relative

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