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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

International Marketing

Dichter’s Consumption Motives

January 2007


International marketing

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%


International marketing

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%


International marketing

  • You have estimated that consumption motives are:

  • universal: 45%

  • relative: 55%


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