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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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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

slide2

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

slide3

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(extremely outdated)

slide4

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

slide5

Association of products

with (supposed? Male assumption?) female preference for certain items

a consistent pattern over time
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