International Marketing Dichter’s Consumption Motives A lot in Dichter’s associations between products and symbolic attributes is related to prejudices.

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Presentation transcript:

International Marketing Dichter’s Consumption Motives A lot in Dichter’s associations between products and symbolic attributes is related to prejudices about age, social class, status symbols, gender preferences, sex roles, and male-female interactions and relationships with others and the group, which might have been shared in Dichter’s American context, however, are not necessarily true across cultures November 2012

3 3.2Shaving with a razor 2.6Buying fur coats for women 4.6Toy guns 4Heavy shoes 3.4Red meat 2.2CoffeeMasculinity - Virility 3.8Power tools 4.8Pistols 3.2Electric trains 2.8Bowling 3.2Sugary productsPower AVERAGE SCORE Dichter's consumption motives Large breakfasts 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

SecurityIce-cream2.6 Drawer of neatly ironed shirts3.3 Real plaster walls2.8 Home baking3.6 Hospital care4.2 EroticismSweets2.5 Gloves2.5 A man lighting a woman’s cigarette3 Middle point of the relativity – universality scale = 3 Dichter's consumption motives AVERAGE SCORE Association of products with culturally constructed male interpretations of what is erotic or not (extremely outdated) Association of products with home-related, reassurement items, avoiding impairment, tradition, old products (conservativeness)

3.8Beauty products 3.7Soap(Social) Acceptance 2.8Sugar and honey 4.3ToysLove and affection 3.7Coffee 3Ice-creamCompanionship 1.7Oatmeal 3.3Bathing 4.3Cleaning chemicals 2.7Cotton fabric 1.3White breadMoral purity-Cleanliness Dichter's consumption motives AVERAGE SCORE Association of products Through colors (white), concept of cleanliness (and its relation to chemicals) and acts of self-cleaning Sharing with Friends Gifts to children sweets Not being poorly Considered by others

Dichter's consumption motives AVERAGE SCORE IndividualityGourmet foods3.8 Foreign cars2.3 Cigarettes holders4.5 Vodka2 Perfume4.5 Fountain pens3.2 StatusScotch3.8 Ulcers1.7 Heart attacks1.8 Indigestion1.5 Carpets3 FemininityCakes and cookies3.2 Dolls5 Silk3.7 Tea2.2 Household curios3.8 Association of products with (supposed? Male assumption?) female preference for certain items Sicknesses typical of active, stressed, rich, older males Displaying an indepen- dent Self, being oneself

RewardCigarettes2.5 Candy alcohol2 Ice-cream3.3 Cookies3.5 Mastery over environmentKitchen appliances4.2 Boats3.7 Sporting goods3.3 Cigarette lighters3.5 Dichter's consumption motives AVERAGE SCORE Making a self-gift, rewar- ding onseself with a present From me to me Social environment Natural/physical environment (sea, storm, fire, speed, ….)

DisalienationHome decorating4.5 Skiing2.5 Morning radio broadcasts3 Magic-mysterySoups2.7 Paints4.5 Carbonated drinks3 Vodka2.2 Unwrapping of gifts4.8 Dichter's consumption motives AVERAGE SCORE Grand Average is 3.22 (based on average scores per motive) Similar to last year’s average of 3.12 A desire to recenter- refocus on oneself, to change back to an authentic self Mange ta soupe, ça fait grandir ! Bubbles Surprise

A consistent pattern over time (However, with a dichotomous scale in previous years) : 40% universal, 60% relative : 44% universal, 56% relative : 36% universal, 64% relative : 36% universal, 64% relative : 45% universal, 55% relative : 49% universal, 51% relative : 44% universal, 56% relative : 37% universal, 63% relative