International Marketing

Dichter’s Consumption Motives

January 2007

60%40%

60%40%Shaving with a razor

80%20%Buying fur coats for women

50%50%Toy guns

20%80%Heavy shoes

60%40%Red meat

100%0%CoffeeMasculinity - Virility

20%80%Power tools

0%100%Pistols

20%80%Electric trains

20%80%Bowling

100%0%Sugary productsPower

RELATIVEUNIVERSALDichter's consumption motives

Percentage

Large breakfasts

Security Ice-cream 0% 100%

Drawer of neatly ironed shirts 60% 40%

Real plaster walls 80% 20%

Home baking 60% 40%

Hospital care 20% 80%

Eroticism Sweets 40% 60%

Gloves 40% 60%

A man lighting a woman’s cig. 80% 20%

Percentage

Dichter's consumption motives UNIVERSAL RELATIVE

60%40%Beauty products

40%60%SoapAcceptance

60%40%Sugar and honey

20%80%ToysLove and affection

83%17%Coffee

60%40%Ice-creamCompanionship

80%20%Oatmeal

33%67%Bathing

40%60%Cleaning chemicals

60%40%Cotton fabric

100%0%White breadMoral purity-Cleanliness

Percentage

Dichter's consumption motives UNIVERSAL RELATIVE

Percentage

Dichter's consumption motives UNIVERSAL RELATIVE

Individuality Gourmet foods 40% 60%

Foreign cars 17% 83%

Cigarettes holders 100% 0%

Vodka 0% 100%

Perfume 100% 0%

Fountain pens 60% 40%

Status Scotch 80% 20%

Ulcers 20% 80%

Heart attacks 20% 80%

Indigestion 20% 80%

Carpets 20% 80%

Femininity Cakes and cookies 25% 75%

Dolls 100% 0%

Silk 0% 100%

Tea 0% 100%

Household curios 75% 25%

Reward Cigarettes 50% 50%

Candy alcohol 0% 100%

Ice-cream 25% 75%

Cookies 25% 75%

Mastery over env. Kitchen appliances 50% 50%

Boats 75% 25%

Sporting goods 50% 50%

Cigarette lighters 50% 50%

Percentage

Dichter's consumption motives UNIVERSAL RELATIVE

Disalienation Home decorating 75% 25%

Skiing 0% 100%

Morning radio broadcasts 50% 50%

Magic-mystery Soups 25% 75%

Paints 50% 50%

Carbonated drinks 25% 75%

Vodka 50% 50%

 Unwrapping of gifts 75% 25%

TOTAL 45% 55%

Percentage

Dichter's consumption motives UNIVERSAL RELATIVE

You have estimated that consumption motives are:

• universal: 45%

• relative: 55%