Transcript Exercice 1 Dichter’s consumption motives

International Marketing
Dichter’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 2011
Dichter's consumption motives
Power
Association of products
with money, male gender,
Typically male tasks (in
particular cultures, not all)
Masculinity - Virility
Sugary products
3.5
Large breakfasts
3.25
Bowling
1.13
Electric trains
3.75
Pistols
4.5
Power tools
3.5
Coffee
Red meat
Association of products
with male-preferred items,
male physical attributes,
gender interactions
AVERAGE
SCORE
1.38
3.5
Heavy shoes
3.75
Toy guns
4.88
Buying fur coats for women
2.75
Shaving with a razor
3
Middle point of the relativity –
universality scale = 3
Dichter's consumption motives
Security
Ice-cream
AVERAGE
SCORE
2
Drawer of neatly ironed shirts
3.5
Real plaster walls
3.4
Home baking
3.4
Hospital care
3.4
Eroticism
Sweets
2.8
Association of products
with culturally constructed
male interpretations of
what is erotic or not
(extremely outdated)
Gloves
2.8
A man lighting a woman’s cigarette
3.2
Association of products
with home-related,
reassurement items,
avoiding impairment,
tradition, old products
(conservativeness)
Dichter's consumption motives
Moral purity-Cleanliness
AVERAGE
SCORE
White bread
2.5
Cotton fabric
3.5
Cleaning chemicals
3.2
Bathing
4.5
Oatmeal
1.7
Companionship
Ice-cream
3.2
Sharing with Friends
Coffee
2.8
Love and affection
Toys
4.5
Gifts to children
sweets
Sugar and honey
2.75
(Social) Acceptance
Soap
2.7
Not being poorly
Considered by others
Beauty products
3.7
Association of products
Through colors (white),
concept of cleanliness (and
its relation to chemicals)
and acts of self-cleaning
Dichter's consumption motives
Individuality
Displaying an independent Self, being oneself
Gourmet foods
4.5
Foreign cars
2.8
Cigarettes holders
3.3
Vodka
Status
Sicknesses typical of
active, stressed, rich,
older males
Association of products
with (supposed? Male
assumption?) female
preference for certain items
2
Perfume
4.2
Fountain pens
3.7
Scotch
4.13
Ulcers
1.5
Heart attacks
2
Indigestion
2
Carpets
Femininity
AVERAGE
SCORE
Cakes and cookies
Dolls
1.75
3.5
5
Silk
3.5
Tea
2
Household curios
4
Dichter's consumption motives
Reward
AVERAGE
SCORE
Cigarettes
2.63
Candy alcohol
3.13
Ice-cream
3.88
Cookies
3.25
Mastery over
environment
Kitchen appliances
2.75
Social environment
Boats
3.75
Natural/physical
environment
Sporting goods
2.5
(sea, storm, fire,
speed, ….)
Cigarette lighters
2.75
Making a self-gift, rewarding onseself with a present
From me to me
Dichter's consumption motives
AVERAGE
SCORE
Disalienation
Home decorating
4
A desire to recenterrefocus on oneself,
to change back to
an authentic self
Skiing
3
Morning radio broadcasts
2.5
Magic-mystery
Soups
1.75
Paints
3.5
Carbonated drinks
2.88
Bubbles
Vodka
1.75
Surprise
Unwrapping of gifts
4.5
Mange ta soupe, ça
fait grandir !
Grand Average is 3,12 (based on average scores per motive)
Similar to last year’s average of 3.32
A consistent pattern over time (However, with a
dichotomous scale in previous years)
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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