International Marketing

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Presentation transcript:

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

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

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Association of products with culturally constructed male interpretations of what is erotic or not (extremely outdated)

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

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

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

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%

A consistent pattern over time 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