OUTFIT 4

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.