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Buying Motives & Culture Clusters

Buying Motives & Culture Clusters. Using Dimensions to map out culture & motivations. Buying Motives. Motivation-internal state of an organism that drives it to behave in a certain way Mixture of wants, needs and drives Purpose-to find the pressures that influence our buying decisions

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Buying Motives & Culture Clusters

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  1. Buying Motives & Culture Clusters Using Dimensions to map out culture & motivations

  2. Buying Motives • Motivation-internal state of an organism that drives it to behave in a certain way • Mixture of wants, needs and drives • Purpose-to find the pressures that influence our buying decisions • Underlie brand loyalty, preference, and image • Appeals used in advertising • Can use dimensions to map out and understand these motives

  3. Motives for Luxury Brands Japan Uniqueness Self enhancement Conformance Group enhancement Social status Hungary Austria MAS Italy Mexico China UK Poland Germany Greece Venezuela Argentina Czechia Belgium India Russia Spain France Portugal Finland Chile FEM Conformance Social status Harmony Denmark Uniqueness Low status Needs Netherlands Sweden COL/PDI+ IDV

  4. Deodorants, Cosmetics & Hair Care: Usage & Motives PDI- PDI+ UAI- UAI- • Denmark • Sweden • Hong Kong • China • Malaysia • Great Britain • India • USA • Australia • Netherlands • Germany • Czech Republic UAI+ • Italy • Argentina • Mexico UAI+ • Israel • Costa Rica • France • Belgium • Japan PDI- PDI+ Sweden Malaysia France Germany

  5. DESIGN STYLE FASHION FAST TECHNOLOGY Greece Portugal Belgium Audi, Volkswagen, BMW Alfa Romeo France Renault Citroën Spain Italy Austria Germany Finland Switzerland Netherlands Poland Norway USA Ireland UK Sweden SAFETY FUNCTIONAL VALUE STATUS POWER BIG Denmark SUV Volvo FEM MAS Car Buying Motives UAI+ UAI- volvo Ford Renault Volkswagen

  6. Car Buying Motives

  7. Insurance: Usage & Decision Making UAI+ UAI- COL • Costa Rica COL • China • Hong Kong • Mexico • Turkey • Malaysia • Iran • Argentina • India • Japan • Slovak Republic • Czech Republic • Israel • Sweden • Germany • France • Italy • Great Britain • Denmark • Belgium IDV IDV • Netherlands • USA • Australia UAI- UAI+ USA Germany

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