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Explore the impact of universal and relative consumption motives on consumer behavior in various product categories. Dichter's consumption motives reveal insights into power dynamics, masculinity, moral purity, companionship, love, and acceptance. Understand the significance of these motives for effective international marketing strategies.
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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% 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%
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%
You have estimated that consumption motives are: • universal: 45% • relative: 55%