The Economic Situation in the Youth Market (Young People)

Resource Type
Dataset : Survey and aggregate data
  • Institut für Demoskopie, Allensbach
Publication Date
  • Institut fuer Demoskopie, Allensbach (Data Collector)
  • ZA:
    • Patterns of Consumption
  • CESSDA Topic Classification:
    • Youth
    • Consumption/consumer behaviour
  • Abstract

    Consumer habits and shopping behavior of young people. Topics: preferred vacation time; leisure activities; leisure contacts and relationship with the older generation; preferred clothing style; purchases with mail-order firms; shopping behavior with body care and beauty care agents; preference for economical or expensive qualities; reference group and their consumer habits; detailed information on conduct in shopping; consultation and companion in shopping; impulse buying; price comparisons; having the product demonstrated and leaving stores without purchase; attitude to advice from sales clerks; degree of familiarity of brand names; attitude to name-brand articles (scale) and brand loyalty; orientation on advice of parents in shopping; available financial funds or pocket-money; attitude to saving; income expectations; radio and television habits; paying attention to advertising broadcasts on the radio; attitude to advertising; advertisement test; reading magazines and youth magazines; image of a youth magazine; image of the young shopper and self-image of the young; goals in life, achievement orientation and attitude to occupation (scale). Demography: sex; religious denomination; school education; occupation; occupational position; employment; income; household size; household composition; characteristics of head of household; city size; state. Interviewer rating: beard, hair style and clothing of respondent; social class of respondent; qualitative assessment of length of interview; weekday of interview.
Temporal Coverage
  • 1966-09 / 1966-10
Geographic Coverage
  • Germany (DE)
    FRG incl. West Berlin
Sampled Universe
Unmarried young people between the ages of 14 to 24 years according to the following quota requirements: states, administrative districts, city size, sex, age, employment and occupation groups.
Sampling Procedure Comment: Quota sample
Collection Mode
  • Oral survey with standardized questionnaire
Data and File Information
  • Unit Type: Individual
    Number of Units: 986
A split questionnaire was used. One half of the respondents was presented with a slightly modified version of the sample picture during the advertisement test. See also the survey of the adult population archived under ZA Study No. 1081.
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Alternative Identifiers
  • ZA1080 (Type: ZA-No.)
  • Kindler und Schiermeyer-Verlag (Hrsg.): Konjunktur im jungen Markt: Konsumverhalten junger Käufer. München: Kindler und Schiermeyer-Verlag 1967.

Update Metadata: 2021-04-07 | Issue Number: 93 | Registration Date: 2010-07-22