International Marketing Dichter’s Consumption Motives November 2008

Dichter’s Consumption motives Percentage UNIVERSAL RELATIVE PowerSugary products27%73% Large breakfasts33%67% Bowling21%79% Electric trains67%33% Pistols80%20% Power tools53%47% Masculinity - virility Coffee0%100% Red meat27%73% Heavy shoes60%40% Toy guns100%0% Buying fur coats for women43%57% Shaving with a razor40%60%

Percentage UNIVERSAL RELATIVE SecurityIce-cream7%93% Full drawer of neatly ironed shirts33%67% Real plaster walls47%53% Home baking67%33% Hospital care67%33% EroticismSweets7%93% Gloves0%100% A man lighting a woman's cigarette7%93%

Percentage UNIVERSAL RELATIVE Moral purity - cleanlinessWhite bread7%93% Cotton fabric60%40% Cleaning chemicals40%60% Bathing47%53% Oatmeal7%93% CompanionshipIce-cream (fun to share)27%73% Coffee60%40% Love and affectionToys53%47% Sugar and honey33%67% AcceptanceSoap53%47% Beauty products40%60%

IndividualityGourmet foods53%47% Foreign cars27%73% Cigarette holders80%20% Vodka0%100% Perfume57%43% Fountain pens64%36% StatusScotch60%40% Ulcers13%87% Heart attacks13%87% Indigestion20%80% Carpets33%67% FemininityCakes and cookies60%40% Dolls93%7% Silk54%46% Tea0%100% Household curios67%33% Percentage UNIVERSAL RELATIVE

RewardCigarettes13%87% Candy alcohol33%67% Ice-cream53%47% Cookies47%53% Mastery over environmentKitchen appliances40%60% Boats60%40% Sporting goods53%47% Cigarette lighters60%40% Percentage UNIVERSAL RELATIVE

DisalienationHome decorating60%40% Skiing27%73% Morning radio broadcasts27%73% Magic - mystery Soups (have healing powers)27%73% Paints (change the mood of a room) 73%27% Carbonated drinks0%100% Vodka (romantic history)0%100% Unwrapping of gifts100%0% Percentage UNIVERSAL RELATIVE You have estimated that consumption motives are: universal: 41% (last year 49%) relative: 59% (last year 51%)