Consumer Analysis 85/86

Resource Type
Dataset : Survey and aggregate data
  • Axel Springer Verlag, Marktforschung und -planung, Hamburg
  • Verlagsgruppe Bauer, Markt- und Mediaforschung, Hamburg
  • MEDIAN, Hamburg
Publication Date
  • INFRATEST, Munich (Data Collector)
  • MARPLAN, Offenbach (Data Collector)
  • ZA:
    • Patterns of Consumption
  • CESSDA Topic Classification:
    • Consumption/consumer behaviour
  • Abstract

    Consumption and consumer behavior of the population. Topics: drinking habits with non-alcoholic refreshments and alcoholic drinks as well as preferred brand; preferred sorts of wine and preferred area of origin; average level of expenditure for a bottle of wine or champagne; preferred spirits; type of personal savings and investment forms; type of account and bank; possession or planned acquisition of a credit card; detailed information on building loan contracts and insurance policies; tour operator; frequency of mail-order purchase and level of expenditure; preferred mail-order firm; department store purchase due to magazine advertisements; preferred shopping place for clothing and durable economic goods; attendance at fast-food restaurants as well as restaurants and pubs; personal camera or one present in household; brand of personal camera; most important characteristics of a camera as well as planned acquisition and level of expenditure; number and type of films purchased; tonics used and frequency; frequency of use of pain-killers and type of complaints; purchase of medicines for colds; self-treatment; frequency of use of selected health items; preferred acne medicine; type of toys purchased; preferred brand of soap; frequency of use of bath or shower salts, deodorants or body sprays, tooth paste, denture and hair care products as well as preferred brand; frequency of use of sun screens and preferred brand; frequency of use of selected body care products as well as preferred brand; brand of toilet water or perfume last purchased; consumption and frequency of use of food from the areas of instant products, breakfast drinks, milk products, cereal products, side-dishes as well as preferred brand; pets and frequency of use of pet food; possession of drivers license; number of cars in household; type of tires and preferred brand of tires; type of vehicle fuel and preferred brand; preferred brand of motor oil; preferred car brand and preferred engine displacement; planned acquisition of a new car; consumption habits regarding selected confectionery and snack foods as well as preferred brand; smoking habits, use of tobacco products and preferred brand; possession, age and brand of selected products from the area of entertainment electronics (television, video and stereo equipment; hifi equipment; personal computer); value of hifi equipment; preferred leisure activities; interest in information about selected office machines; behavior with money and need to make provision for the future, pleasure orientation, health consciousness, attitude to healthy nutrition, environmental consciousness, attitude to household as well as dwelling and furnishing, cooking and baking as hobby, understanding of one´s role in marriage and partnership, attitude to external public image, brand awareness, attitude to advertising, behavior with technology, consumption orientation, pioneering consumer behavior (scales); preferred style of living-room furniture; brand or price orientation in purchase of selected products; media usage; living conditions; planned measures to save energy; planned purchase of one´s own home or a condominium; having a yard and type of garden; type of do-it-yourself work conducted in the household; cable {TV} connection in the household or interest in cable connection; wearing glasses; living together with a partner. The following questions were additionally posed to heads of household or those managing the household: possession, age and brand of selected electrical appliances and planned acquisitions; type, age and brand of vacuum; type and brand of cooling equipment and planned acquisitions; preferred brand and frequency of use of detergents and mild detergents, fabric conditioners, dishwashing liquids as well as household cleansers; consumption and frequency of use of Cornflakes, Muesli, spices, cooking fats, oils and sauces; possession or planned acquisition of electrical appliances for dental hygiene. The following questions were posed only to women: preferred brand and frequency of use of selected physical hygiene products; purchase of after-shave and preferred brand; frequency of use of selected cosmetics, toilet water and perfumes as well as preferred brand; clothing style and clothing size. The following questions were posed only to men: shaving habits; age and brand of shaver; shaving system used; preferred razor blades and razors; frequency of use of after-shave and toilet water as well as preferred brand. Demography: age; sex; marital status; one´s own children and children already outside the home; education; occupation; employment; activity in civil service or private economy; monthly net income (classified); monthly net household income (classified); amount of personal income or household income that can be saved monthly; size of household; composition of household; position of respondent in household (head of household or person managing household); characteristics of head of household; housing conditions; type of heating and type of fuel; planned measures to save energy; planned purchase of a condominium or one´s own home; having a yard and manner of use of this yard (vegetable garden or ornamental garden). Also encoded was: district code; state; administrative district and city size.
Temporal Coverage
  • 1984-09 / 1985-03
    The 1st wave: between September and December 1984 The 2nd wave: between January and March 1985
Geographic Coverage
  • Germany (DE)
    FRG incl. West Berlin
Sampled Universe
German-speaking persons 14 years old and older living in private households
Sampling Procedure Comment: Multi-stage stratified random sample (ADM mastersample)
Collection Mode
  • Oral and written survey with standardized questionnaire
Data and File Information
  • Unit Type: Individual
    Number of Units: 10767
The consumer analyses are archived under ZA Study Nos. 1637 to 1639.
A - Data and documents are released for academic research and teaching.
All metadata from GESIS DBK are available free of restriction under the Creative Commons CC0 1.0 Universal Public Domain Dedication. However, GESIS requests that you actively acknowledge and give attribution to all metadata sources, such as the data providers and any data aggregators, including GESIS. For further information see
Alternative Identifiers
  • ZA1638 (Type: ZA-No.)
  • Axel Springer Verlag; Verlagsgruppe Bauer (Hrsg.): VerbraucherAnalyse 85/86. Hamburg: Selbstverlag 1985.

Update Metadata: 2021-04-07 | Issue Number: 88 | Registration Date: 2010-07-22