international marketing dichter’s consumption motives a lot in dichter’s associations between...
TRANSCRIPT
International MarketingDichter’s Consumption Motives
A lot in Dichter’s 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 Dichter’s American context, however, are not necessarily true across cultures
November 2012
3
3.2Shaving with a razor
2.6Buying fur coats for women
4.6Toy guns
4Heavy shoes
3.4Red meat
2.2CoffeeMasculinity - Virility
3.8Power tools
4.8Pistols
3.2Electric trains
2.8Bowling
3.2Sugary productsPower
AVERAGE SCOREDichter's consumption motives
Large breakfastsAssociation of products
with money, male gender,Typically male tasks (in
particular cultures, not all)
Association of productswith male-preferred items, male physical attributes,
gender interactions
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 woman’s cigarette 3
Middle point of the relativity –
universality scale = 3
Dichter's consumption motivesAVERAGE SCORE
Association of productswith culturally constructed
male interpretations of what is erotic or not(extremely outdated)
Association of productswith home-related, reassurement items,
avoiding impairment, tradition, old products
(conservativeness)
3.8Beauty products
3.7Soap(Social) Acceptance
2.8Sugar and honey
4.3ToysLove and affection
3.7Coffee
3Ice-creamCompanionship
1.7Oatmeal
3.3Bathing
4.3Cleaning chemicals
2.7Cotton fabric
1.3White breadMoral purity-Cleanliness
Dichter's consumption motivesAVERAGE SCORE
Association of productsThrough colors (white),
concept of cleanliness (and its relation to chemicals) and acts of self-cleaning
Sharing with Friends
Gifts to childrensweets
Not being poorlyConsidered by others
Dichter's consumption motivesAVERAGE
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
Association of productswith (supposed? Male assumption?) female
preference for certain items
Sicknesses typical of active, stressed, rich, older males
Displaying an indepen-dent Self, being oneself
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
Dichter's consumption motivesAVERAGE
SCORE
Making a self-gift, rewar-
ding onseself with a present
From me to me
Social environment
Natural/physical environment
(sea, storm, fire, speed, ….)
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
Dichter's consumption motivesAVERAGE
SCORE
Grand Average is 3.22 (based on average scores per motive)Similar to last year’s average of 3.12
A desire to recenter-refocus on oneself, to change back to an authentic self
Mange ta soupe, ça fait grandir !
Bubbles
Surprise
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