Consumer Analysis 87

Resource Type
Dataset : Survey and aggregate data
  • Axel Springer Verlag, Marktforschung und -planung, Hamburg
  • Verlagsgruppe Bauer, Markt- und Mediaforschung, Hamburg
  • MEDIAN, Hamburg
Publication Date
  • IFAK, Taunusstein (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 type of wine and preferred area of origin; average amount of expenditure for a bottle of wine or champagne; spirits preference; type of one´s own forms of savings and investment; type of bank account and financial institute; possession of a Euro-check card; possession or planned acquisition of a credit card; detailed information on building loan contracts and insurance policies; short trips, vacation trips and tour operator; vacation destination and means of transport used on the short trip and vacation trips; frequency of mail-order purchases and amount of expenditure; mail-order company preference; department store purchase due to magazine ads; shopping place preference for clothing and durable economic goods; trips to fast-food restaurants; personal camera equipment or available in household; brand of one´s own camera; most important characteristics of a camera as well as planned acquisition and amount of expenditure; number and type of films purchased; frequency of use of diet foods; used tonics as well as frequency of consumption; frequency of use of pain-killers and type of complaints; self-treatment or decision of the doctor in choice of pain-killers; purchase of preparations against colds and headcolds; frequency of use of selected health preparations; preferred acne medicine; type of toys purchased; preferred brand of soap; frequency of use of bathing 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; last purchased brand of toilet water or perfume; consumption and frequency of use of foods from the areas of ready-to-eat products, breakfast drinks, milk products, cereal products, side-dishes as well as preferred brand; having a pet and frequency of use of pet food; possession of drivers license; number of cars in household; frequency of use of car and annual distance driven; new or used car; personal or company car; year of manufacture, displacement, manufacturer and model of car; type of tires and preferred brand of tires; type of vehicle fuel and preferred brand; preferred brand of motor oil; age and features of car radio; desired features of a car radio; brands of car considered in purchase considerations and preferred engine displacement; most important criteria in choice of a car brand; planned acquisition of a new car; consumer habits regarding selected confectioneries and snacks 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 and home computers; most important features of a television set; value of hifi equipment; planned acquisition of video camera, video recorder, CD player and home computer; preferred supplement equipment for a new television set; frequency and point in time of use of video recorder; cable connection in household or interest in cable connection; possibility of reception of teletext; use of Btx and presence of a Btx keyboard; preferred leisure activities; interest in information about selected products and services; dealing with money and need to prepare for the future, health consciousness, pleasure orientation, attitude to healthful nutrition, environmental consciousness, attitude to household as well as to residence and furnishing, cooking and baking as hobby, understanding of one´s role in marriage and partnership, attitude to external appearance, brand awareness, attitude to advertising, dealing with technology, consumption orientation, pioneering consumer behavior (scales); preferred living room style of furnishing; brand or price consciousness in purchase of selected products; number of pairs of glasses purchased in the last few years; media usage; housing conditions; planned measures to save energy; type of maintenance work conducted in household; planned purchase of one´s own home or condominium; having a garden and type of garden. The following additional questions were posed to those in charge of household or heads of household: possession, age and brand of selected electrical appliances and planned acquisitions; type, age and brand of vacuum cleaner as well as of refrigeration equipment; preferred brand and frequency of use of detergent and mild detergents, fabric conditioners, dishwashing liquids as well as household cleansers; possession, age and planned acquisitions of selected electrical appliances for dental hygiene; consumption and frequency of use of ready-to-use products, instant soups and sauces, frozen products, ice cream, cornflakes, muesli, spices, cooking fats and oils as well as sauces. The following questions were posed only to women: frequency of use and preferred brand of physical hygiene products; purchase of shaving lotion 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 razor; frequency of use of shaving lotion and toilet water as well as preferred brand. Demography: age; sex; marital status; living together with a partner; one´s own children; age and number of children in household (classified); one´s own children already outside the home; school education; occupational position; employment; number of persons in household with their own income; monthly net income of respondent; amount respondent could save from his income monthly; monthly net household income; amount of household income that could be saved monthly; size of household; respondent is head of household; characteristics of head of household; residential status; yard and use of the yard (ornamental or vegetable garden); intent to buy a condominium or one´s own home; jobs around the house carried out in last year; planned measures to save energy; clothing size; city size; state; administrative district. Also encoded was: district code.
Temporal Coverage
  • 1984-09 / 1987-03
    The survey 85/86: 1st wave: between September and December 1984 2nd wave: between January and March 1985 The survey 86/87: 1st wave: between September and December 1986 2nd wave: between January and March 1987
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: 10719
This consumer analysis uses the rolling field model, i.e. the data set is comprised of the current survey and for the other half, respondents from the study of the previous year. The survey thus took place in 2 parts of 2 waves each. The survey 85/86 with 5395 cases and the survey 86/87 with 5324 cases. The consumer analyses are archived under ZA Study Nos. 1637 to 1639.
A - Data and documents are released for academic research and teaching.
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Alternative Identifiers
  • ZA1639 (Type: ZA-No.)
  • Axel Springer Verlag; Verlagsgruppe Bauer (Hrsg.): VerbraucherAnalyse 87. Hamburg: Selbstverlag 1987.

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