Typology of Desires 1980
- BURDA Marktforschung, Offenburg
- MARPLAN, Offenbach (Data Collector)
- Patterns of Consumption
CESSDA Topic Classification:
- Mass media
- Consumption/consumer behaviour
Abstract1. Attitudes to consumption, media usage and possession of economic goods. 2. Quantitative recording of consumer habits. Topics: 1. attitudes to consumption, media usage and possession of economic goods: personal demands on life; interest in product information for selected products (scale); personal opinion leadership; attitude to name-brand articles, money, advertising, quality and price (scale); frequency of vacation trips; destination area and vacation length; tour operator used; detailed recording of frequency of reading magazines and watching television (media usage); attitude to medications; self-treatment and use of medication for selected complaints; possession of real estate; size of residence and number of rooms; residential status; detailed determination of age and possession of selected household appliances; planned acquisitions of furniture and furnishing items; equipment of kitchen and bathroom; carrying out yard work; use of yard as vegetable garden or ornamental garden; yard size; do-it-yourself activities conducted; possession of drivers license and class of drivers license; number of kilometers driven annually; attitude to car driving (scale); number of vehicles available to household as well as year of manufacture and brand of car; opportunity to use a company car; planned new purchase of a car and specification of intended expenditure for it as well as preferred manufacturer; possession of bicycle; possession of building loan contracts; investment possibilities used; type of completed and planned insurance policies; height and weight; year of marriage. Demography: sex; marital status; age of children outside of household religious denomination; school education; occupational position; employment; household income; household size; household composition; Interviewer rating: willingness of respondent to cooperate; number of contact attempts; weekday of interview; length of interview; type of residential building. housing situation. 2. Quantitative recording of consumer habits: in the form of a housekeeping book the respondent recorded the frequency of use of selected products and brands: non-alcoholic refreshments; alcoholic drinks; wine, champagne brands; brands of spirits; whisky brands; beer brands; coffee consumption; consumption of confectioneries, snacks, ready-to-serve cakes, frozen food; cosmetic articles for women and men, cosmetic as well as hair care product; use of tobacco products and preferred brand of cigarettes; use of cigarettes; purchases with mail-order firms; shopping habits, organized according to product areas; brand loyalty and attention to price.
1979-10 / 1980-03
Germany (DE)FRG incl. West Berlin
Oral and written survey with standardized questionnaire
Number of Units: 8019
Number of Variables: 1743
- ZA1087 (Type: ZA-No.)
BURDA (Hrsg.): Typologie der Wünsche 1980: Strukturen von Zielgruppen und deren Kommunikationsverhalten. Offenburg: Selbstverlag 1980.
Update Metadata: 2021-04-07 | Issue Number: 93 | Registration Date: 2010-07-22