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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

slide2
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%

slide4
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%

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