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International Marketing

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Presentation on theme: "International Marketing"— Presentation transcript:

1 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

2 Association of products with money, male gender,
100% 0% Shaving with a razor 33% 67% Buying fur coats for women Toy guns Heavy shoes Red meat Coffee Masculinity - Virility Power tools Pistols Electric trains Bowling Sugary products Power RELATIVE UNIVERSAL Dichter's consumption motives Percentage Large breakfasts 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

3 Association of products
Percentage Dichter's consumption motives UNIVERSAL RELATIVE Security Ice-cream 0% 100% Drawer of neatly ironed shirts Real plaster walls 67% 33% Home baking Hospital care Eroticism Sweets Gloves A man lighting a woman’s cigarette 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Association of products with culturally constructed male interpretations of what is erotic or not (extremely outdated)

4 Association of products
Percentage Dichter's consumption motives UNIVERSAL RELATIVE 67% 33% Beauty products 100% 0% Soap (Social) Acceptance Sugar and honey Toys Love and affection Coffee Ice-cream Companionship Oatmeal Bathing Cleaning chemicals Cotton fabric White bread Moral purity-Cleanliness Association of products Through colors (white), concept of cleanliness (and its relation to chemicals) and acts of self-cleaning

5 Association of products
Dichter's consumption motives UNIVERSAL RELATIVE Individuality Gourmet foods 33% 67% Foreign cars Cigarettes holders Vodka Perfume 100% 0% Fountain pens Status Scotch Ulcers Heart attacks Indigestion Carpets Femininity Cakes and cookies Dolls Silk Tea Household curios Association of products with (supposed? Male assumption?) female preference for certain items

6 Percentage Dichter's consumption motives UNIVERSAL RELATIVE Reward Cigarettes 0% 100% Candy alcohol Ice-cream 67% 33% Cookies Mastery over environment Kitchen appliances Boats Sporting goods Cigarette lighters

7 You have estimated that consumption motives are: universal: 37%
Percentage Dichter's consumption motives UNIVERSAL RELATIVE Disalienation Home decorating 100% 0% Skiing Morning radio broadcasts 33% 67% Magic-mystery Soups Paints Carbonated drinks Vodka Unwrapping of gifts TOTAL 37% 63% You have estimated that consumption motives are: universal: 37% relative: 63%

8 A consistent pattern over time
: 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

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