Consumer Analysis 89

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.