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International Marketing

International Marketing. Dichter’s Consumption Motives. January 2007. Percentage. Dichter's consumption motives. UNIVERSAL. RELATIVE. Power. Sugary products. 0%. 100%. Large breakfasts. Bowling. 80%. 20%. Electric trains. 80%. 20%. Pistols. 100%. 0%. Power tools. 80%. 20%.

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International Marketing

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  1. International Marketing Dichter’s Consumption Motives January 2007

  2. Percentage Dichter's consumption motives UNIVERSAL RELATIVE Power Sugary products 0% 100% Large breakfasts Bowling 80% 20% Electric trains 80% 20% Pistols 100% 0% Power tools 80% 20% Masculinity - Virility Coffee 0% 100% Red meat 40% 60% Heavy shoes 80% 20% Toy guns 50% 50% Buying fur coats for women 20% 80% Shaving with a razor 40% 60% 40% 60%

  3. Moral purity-Cleanliness White bread 0% 100% Cotton fabric 40% 60% Cleaning chemicals 60% 40% Bathing 67% 33% Oatmeal 20% 80% Companionship Ice-cream 40% 60% Coffee 17% 83% Love and affection Toys 80% 20% Sugar and honey 40% 60% Acceptance Soap 60% 40% Beauty products 40% 60%

  4. You have estimated that consumption motives are: • universal: 45% • relative: 55%

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