The Conduct of the Consumer (Social-Psychological Consumer Behavior)

Topics: Assessment of consumer influence on price, quality and product offering; perceived influences on one´s own purchase decision; subjective feeling of obligation to buy in the store; criticism of quality and price in the act of buying; attitude to advice and service by sales clerks; criticism of sales personnel; preferred type of business; shopping behavior and shopping habits; knowledge about the market; knowledge about and attitudes to name-brand articles and trade names; purchase behavior regarding sell-out; price and quality consciousness; classification of products according to luxury and consumer goods; social assessment of shoppers based on their choice of store; self-assessment of economic extent to which informed; political interest; preferred residential area; media usage; city size; party preference; memberships.

Demography: age (classified); sex; marital status; number of children; religious denomination; school education; occupation; employment; income; household income; size of household; self-assessment of social class; state; refugee status; possession of durable economic goods. Interviewer rating: social class of respondent; spontaneity and certainty of answers given; suspected opinion leadership of respondent. Also encoded were the following interviewer characteristics: sex; age; social class; occupation; income and school degree.