The Economic Situation in the Youth Market (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.