Part IV - Consumers, Texts and Codes


Consumer behaviour and understanding the consumer

Introducing the model for understanding the consumer

Existential consumer needs



Chapter 13 Consumer Representative

Information and data

Data collection


The children

The parents

Age distribution

Educational background 


Working life pattern

Parents’ life patterns

Parents’ holidays

Parents’ working hours

Hobbies and interests

Parents’ time resources

Attitudes to the future - as a value

Comparative overview


Chapter 14 Different Lifestyles - "The Social Aspect"

Life pattern

1. “Living conditions” and values

2. Life patterns and values

Production methods, family culture and values

Family relationships

The eco-social environment and life cycle

Structural values


Chapter 15 Different Lifestyles - "The Situation Aspect"

Consumers’ situation

Relationship values and modern childhood 1990-2000

Daily life and parties, relationships and encounters


Chapter 16 Personal Differences - "The Individual Aspect"

The individual and a “happy” childhood

Traditional value systems

Model: The social and concept-oriented dimension