Consumer Analysis 89

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 and brand preference with non-alcoholic refreshments as well as alcoholic drinks; preferred sorts of wine and preferred area of origin; average expenditure for a bottle of wine or champagne; preferred spirits; type of personal forms of savings and financial investment; type of account and financial institute; possession or planned acquisition of a credit card; detailed information on building loan contracts and insurance policies; vacation trips and tour operator; vacation destination and means of transport used for vacation travel; frequency of purchases from mail-order firms and amount of expenditure; preferred mail-order company; purchase in a department store due to magazine ads; preferred place of purchase of clothing and durable economic goods; number of personal cameras or those present in the household; brand of personal camera; most important characteristics of a camera as well as planned acquisition and amount of expenditure; number and types of films purchased; consumption of diet foods; tonics used and frequency of consumption; frequency of use of pain-killers and type of complaints; preferred pain-killer; self-treatment; purchase of cold remedies; frequency of use of selected health products; preferred acne medication; type of glues purchased and toys; frequency of use as well as brand preference of bath or shower salts, deodorants or body sprays, sun screen, tooth pastes, denture and hair care products; purchase of shaving lotions; use of cremes and body lotions as well as preferred brand; brand of toilet water or perfume last purchased; breakfast habits; breakfast drinks, coffee, milk products, cereal products, side-dishes, ingredients, cooking fat and oils as well as preferred brands; consumption of ready-to-serve desserts and preferred brand; sandwich spread; pets and frequency of use of pet food; possession of drivers license and class of drivers license; private or business use of a rental car or truck; number of cars in household; preferred car brand and preferred engine displacement; planned acquisition of a new car; importance of selected criteria for decision in purchasing a car; consumption habits regarding selected confectionery and 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); value of hifi equipment; planned acquisition of a video camera, a video recorder and video games; possession of a personal computer; use of a video recorder; cable TV connection; use of videotext and minitel; possession of a telephone; preferred leisure activities; interest in information on selected products and services; behavior with money, need for provision for the future; hedonistic orientation; health precautions; role understanding in marriage and partnership; attitude to healthful nutrition; environmental consciousness; attitude to household; attitude to housing and furnishings; cooking and baking as a hobby; interest in technology; attitude to external public image; brand awareness; quality consciousness; attitude to advertising; other attitudes; price consciousness; media usage; probability of reading selected magazines, daily newspapers; probability of watching commercial television and commercial radio; size of household; children in the household; personally performing household maintenance (do it yourself); planned measures to save energy; planned purchase of one´s own home or of a condominium; having a yard and type of yard. The following questions were also posed to heads of household: possession, age and brand of selected electrical appliances and planned acquisitions; type, age and brand of vacuum cleaner as well as refrigeration equipment; planned acquisition of furniture, furnishing equipment, freezer or refrigerator; preferred brand and frequency of use of detergents, mild detergents, fabric conditioners, dishwashing liquids as well as household cleansers; possession or planned acquisition of electrical appliances for dental hygiene and hair care; consumption and frequency of use of foods from the areas of ready-to-serve and frozen products (convenience products); use of butter or margarine in cooking, baking and frying; milk consumption in household; use of spices and ingredients; preference for brand purchases or price-conscious purchases depending on product group. The following questions were posed only to women: preferred brand and frequency of use of selected monthly hygiene products; purchase of shaving lotion and preferred brand; frequency of use as well as preferred brand of selected cosmetics, toilet waters and perfums; clothing size. The following questions were also posed to automobile owners: frequency of use of car and distance driven annually; new or used car; private or company car; year of manufacture, engine displacement, brand and model of the car; type of tires and preferred brand of tires; type of vehicle fuel and preferred brand; place of last oil change and preferred brand of oil; possession of a car radio and maximum price to purchase new. The following questions were only posed to men: shaving habits; age and brand of shaver; shaving system used; preferred razor blades and razors; frequency of use as well as preferred brand of after shave and toilet water.
Temporal Coverage
  • 1987-09 / 1989-03
    1st wave between September and December 1987 2nd wave between January and April 1988 3rd wave from September to December 1988 4th wave from January to March 1989
Geographic Coverage
  • Germany (DE)
    FRG incl. West Berlin
Sampled Universe
German-speaking persons 14 years of age 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: 11357
The survey took place according to the rolling field model in two sets of surveys (87/88 and 88/89) in a total of 4 waves. Further 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
  • ZA1883 (Type: ZA-No.)
  • Axel Springer Verlag; Verlagsgruppe Bauer (Hrsg.): Verbraucheranalyse 89. Hamburg: Selbstverlag 1989.

Update Metadata: 2020-10-21 | Issue Number: 87 | Registration Date: 2010-07-22