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International Marketing

Explore Dichter's consumption motives, examining prejudices about gender preferences and cultural influences on purchase behavior. Understand how products are associated with masculinity, femininity, moral purity, and social acceptance across different cultures. Delve into the evolving universal and relative scoring trends from 2002 to 2010.

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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 2010

  2. Dichter's consumption motives AVERAGE SCORE Power Sugary products 3 Large breakfasts Bowling 2.2 Electric trains 3 Pistols 5 Power tools 4.2 Masculinity - Virility Coffee 2.2 Red meat 3.3 Heavy shoes 3.76 Toy guns 4.36 Buying fur coats for women 3.2 Shaving with a razor 3.5 3.7 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Association of products with culturally constructed male interpretations of what is erotic or not (extremely outdated)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 2.4 Cotton fabric 3.7 Cleaning chemicals 3.2 Bathing 4.4 Oatmeal 1.7 Companionship Ice-cream 2.9 Coffee 3.4 Love and affection Toys 4.6 Sugar and honey 3.4 (Social) Acceptance Soap 3.6 Beauty products 3.8 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. Grand Average is 3,32 (based on average scores per motive)

  7. A consistent pattern over time (However, with a dichotomous scale in previous years) • 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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