1. International Marketing Dichter’s Consumption Motives November 2007

2. 75%25% 100%0%Shaving with a razor 50% Buying fur coats for women 0%100%Toy guns 0%100%Heavy shoes 75%25%Red meat 100%0%CoffeeMasculinity - Virility 25%75%Power tools 0%100%Pistols 75%25%Electric trains 75%25%Bowling 50% Sugary productsPower RELATIVEUNIVERSALDichter's consumption motives Percentage Large breakfasts

3. SecurityIce-cream0%100% Drawer of neatly ironed shirts50% Real plaster walls50% Home baking50% Hospital care50% EroticismSweets67%33% Gloves33%67% A man lighting a woman’s cig.33%67% Percentage Dichter's consumption motives UNIVERSALRELATIVE

4. 67%33%Beauty products 0%100%SoapAcceptance 33%67%Sugar and honey 0%100%ToysLove and affection 33%67%Coffee 100%0%Ice-creamCompanionship 100%0%Oatmeal 33%67%Bathing 0%100%Cleaning chemicals 100%0%Cotton fabric 100%0%White bread Moral purity- Cleanliness Percentage Dichter's consumption motivesUNIVERSALRELATIVE

5. Percentage Dichter's consumption motivesUNIVERSALRELATIVE IndividualityGourmet foods0%100% Foreign cars0%100% Cigarettes holders100%0% Vodka67%33% Perfume100%0% Fountain pens33%67% StatusScotch100%0% Ulcers100%0% Heart attacks33%67% Indigestion33%67% Carpets33%67% FemininityCakes and cookies33%67% Dolls100%0% Silk33%67% Tea0%100% Household curios33%67%

6. RewardCigarettes67%33% Candy alcohol0%100% Ice-cream100%0% Cookies67%33% Mastery over env.Kitchen appliances33%67% Boats33%67% Sporting goods67%33% Cigarette lighters100%0% Percentage Dichter's consumption motivesUNIVERSALRELATIVE

7. DisalienationHome decorating100%0% Skiing33%67% Morning radio broadcasts67%33% Magic-mysterySoups33%67% Paints33%67% Carbonated drinks33%67% Vodka0%100% Unwrapping of gifts100%0% TOTAL49%51% Percentage Dichter's consumption motivesUNIVERSALRELATIVE You have estimated that consumption motives are: universal: 49% relative: 51%