OUTFIT 4

Attitude to clothing and fashionable accessories. Topics: general
attitudes to clothing questions (scale); behavior regarding clothing
according to functionality or appearance; attitude to exclusive,
original and inconspicuous clothing; salience of clothing; importance
of external appearance; material preference in clothing; wearing of fur
clothing or outdoor clothing; preferred clothing style; attitudes to
name-brand clothing (scale); trust in name-brand clothing due to better
quality, more functionality or more exclusiveness; brand awareness with
various articles of clothing; brand knowledge and possession of
name-brand products; readiness to purchase different articles of
clothing of selected brands; demands of preferred clothing brand;
personal purchase decision or purchase after consultation onvarious
articles of clothing; importance of selected purchase criteria such as
brand, price, material etc. in purchase of clothing; frequency of
purchase of selected articles of clothing; average expenditure in DM
for various articles of clothing; preferred firm as well as frequency
of purchases at department stores and mail-order firms; preferred
shopping places; sex-specific clothing types. Besides questions
identical in content on further products such as shoes, jewelry,
watches, dark glasses/glasses, fountain pens/ball-point pens, cigarette
lighters, leather goods/luggage and toilet water the following
additional questions were posed: shoes: interest in outdoor shoes.
jewelry: material preference with real jewelry. watches: total value of
watches owned; occasions at which one wears/changes various watches.
toilet water: frequency of use; brand loyalty with various care
products; knowledge of unisex toilet waters. priorities in outfit and
readiness to spend more money for it; dealing with and satisfaction
with personal finances; importance of environmental protection in
shopping behavior; trust in only German products; price comparisons;
life styles; leisure activities; media usage; interest in further
education; sport activities; music interest. Demography: sex; age;
school education; marital status; living together with a partner;
employment of respondent and partner; professional position of
respondent; personal income and household income; number of earners in
household; size of household; head of household; state; city size.
Indices: social milieus (Sinus typology).