The Economic Situation in the Youth Market (Young People)

Consumer habits and shopping behavior of young people.

Topics: preferred vacation time; leisure activities; leisure contacts
and relationship with the older generation; preferred clothing style;
purchases with mail-order firms; shopping behavior with body care and
beauty care agents; preference for economical or expensive qualities;
reference group and their consumer habits; detailed information on
conduct in shopping; consultation and companion in shopping; impulse
buying; price comparisons; having the product demonstrated and leaving
stores without purchase; attitude to advice from sales clerks; degree
of familiarity of brand names; attitude to name-brand articles (scale)
and brand loyalty; orientation on advice of parents in shopping;
available financial funds or pocket-money; attitude to saving; income
expectations; radio and television habits; paying attention to
advertising broadcasts on the radio; attitude to advertising;
advertisement test; reading magazines and youth magazines; image of a
youth magazine; image of the young shopper and self-image of the young;
goals in life, achievement orientation and attitude to occupation
(scale).

Demography: sex; religious denomination; school education; occupation;
occupational position; employment; income; household size; household
composition; characteristics of head of household; city size; state.

Interviewer rating: beard, hair style and clothing of respondent;
social class of respondent; qualitative assessment of length of
interview; weekday of interview.