BRIGITTE Communication Analysis 3

Consumption and brand awareness, life style and shopping behavior.

Topics: product information interests; personal personality
characteristics; watching television and commercial television; degree
of familiarity, frequency of use and image of selected magazines;
personal understanding of one´s role; attitudes to consumption and to
name-brand products (scale); attitudes to fashion (scale); shopping
places as well as behavior with brands and prices in buying clothing;
brand reputation and brand liking of clothing manufacturers as well as
possession of name-brand products; frequency of use of selected
cosmetics and body care products as well as selected foods; possession
of drivers license; possession of name-brand products and class of
drivers license; number of cars in the household; pet owner and type of
animal; height and clothing size; living together with a
spouse/partner; domestic activity; employment in the civil service;
typing ability.

The following was collected in writing: life style (scale); attitudes
to cosmetics and body care (scale); shopping places for cosmetics and
body care products; behavior with brands or prices in purchase of these
products; familiarity, liking and possession of cosmetics and body care
products; attitudes to housekeeping, baking and cooking (scale);
attitude to environmentally friendly and energy-saving household
appliances; attitude to unadulterated foods and wholefoods; nutrition
consciousness; shopping places for foods and beverages; behavior with
brand or prices when purchasing these products; familiarity, liking and
consumption of food products; familiarity, liking and purchase of
magazines; familiarity, liking and possession of car brands or car
types; preferred type when purchasing a new car.

Interviewer rating: weekday of interview; date of interview; length of
interview.