International Marketing

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International Marketing

• Dichters Consumption Motives
• A lot in Dichters 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
  Dichters American context, however, are not
  necessarily true across cultures

November 2012
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3
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
Middle point of the relativity universality scale 3
Dichter's consumption motives Dichter's consumption motives AVERAGE SCORE
Security Ice-cream 2.6
Drawer of neatly ironed shirts 3.3
Real plaster walls 2.8
Home baking 3.6
Hospital care 4.2

Eroticism Sweets 2.5
Gloves 2.5
A man lighting a womans cigarette 3
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erotic or not (extremely outdated)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

Dichter's consumption motives 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
5

Dichter's consumption motives Dichter's consumption motives AVERAGE SCORE

Individuality Gourmet foods 3.8
Foreign cars 2.3
Cigarettes holders 4.5
Vodka 2
Perfume 4.5
Fountain pens 3.2

Status Scotch 3.8
Ulcers 1.7
Heart attacks 1.8
Indigestion 1.5
Carpets 3
Femininity Cakes and cookies 3.2
Dolls 5
Silk 3.7
Tea 2.2
Household curios 3.8

• Displaying an indepen-dent Self, being oneself

Sicknesses typical of active, stressed, rich,
older males
Association of products with (supposed? Male
assumption?) female preference for certain items
6

Dichter's consumption motives Dichter's consumption motives AVERAGE SCORE
Reward Cigarettes 2.5
Candy alcohol 2
Ice-cream 3.3
Cookies 3.5
Mastery over environment Kitchen appliances 4.2
Boats 3.7
Sporting goods 3.3
Cigarette lighters 3.5

• Making a self-gift, rewar-
• ding onseself with a present
• From me to me

Social environment Natural/physical environment
(sea, storm, fire, speed, .)
7

Dichter's consumption motives Dichter's consumption motives AVERAGE SCORE
Disalienation Home decorating 4.5
Skiing 2.5
Morning radio broadcasts 3

Magic-mystery Soups 2.7
Paints 4.5
Carbonated drinks 3
Vodka 2.2
  Unwrapping of gifts 4.8

A desire to recenter- refocus on oneself, to
change back to an authentic self
Mange ta soupe, ça fait grandir ! Bubbles Surprise
Grand Average is 3.22 (based on average scores
per motive) Similar to last years average of 3.12
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A consistent pattern over time (However, with a
dichotomous scale in previous years)

• 2002-2003 40 universal, 60 relative
• 2003-2004 44 universal, 56 relative
• 2004-2005 36 universal, 64 relative
• 2005-2006 36 universal, 64 relative
• 2006-2007 45 universal, 55 relative
• 2007-2008 49 universal, 51 relative
• 2008-2009 44 universal, 56 relative
• 2009-2010 37 universal, 63 relative