| |
| New Sinottica lifestyles |
| The pre-elite |
20 |
656 |
| The double-role women |
10 |
135 |
| The female elite |
16 |
356 |
| The male elite |
11 |
159 |
| The protagonists |
13 |
667 |
| The bubbly women |
3 |
106 |
| The sound women |
7 |
154 |
| The resilient women |
7 |
120 |
| |
| Self profile |
| I love anything new |
85 |
121 |
| I'm tidy |
83 |
109 |
| I'm very energetic |
91 |
115 |
| I succeed in many of the things I do |
83 |
122 |
| I'm good at supervising other people |
68 |
146 |
| I have confidence in myself |
97 |
114 |
| I like taking risks |
48 |
183 |
| |
| Women's clothing styles |
| Debutantes |
22 |
241 |
| Ladies |
5 |
146 |
| Madams |
7 |
111 |
| |
| Men's clothing styles |
| Trendy |
13 |
180 |
| Functional |
9 |
110 |
| Double-breasted |
13 |
367 |
| |
| Purchasing styles |
| Traditional |
13 |
301 |
| Showy |
10 |
227 |
| Rational |
9 |
195 |
| |
| Food styles |
| Careful |
29 |
289 |
| FUnctional |
22 |
123 |
| Emulative |
23 |
269 |
| Balanced |
11 |
109 |
| |
| New driving styles |
| Disillusion and convenience |
12 |
199 |
| Profession and satisfaction |
30 |
556 |
| Female utility |
11 |
135 |
| |
| Household management styles |
| Superficial |
24 |
259 |
| Detatched |
12 |
158 |
| Proud |
8 |
114 |
| |
| Women's cosmetic styles |
| Soap & water |
11 |
192 |
| Resilent |
12 |
171 |
| Sophisticated |
27 |
344 |
| |
| Men's clothing styles |
| Narcissistic |
29 |
325 |
| |
| Personal care styles |
| Sport and fitness |
28 |
126 |
| Problems and solutions |
16 |
207 |
| Health and beauty |
22 |
115 |
| |
| Financial styles |
| Consumers |
37 |
228 |
| Dependent VIPs |
17 |
217 |
| Autonomous VIPs |
13 |
262 |
| |
| New multimedia styles |
| Technophiles |
37 |
371 |
| Informed |
11 |
344 |
| Supporters |
10 |
115 |
| Audiophiles |
13 |
145 |
| |
| Leisure time styles |
| Carefree |
10 |
223 |
| Hyperactive |
26 |
320 |
| Busy |
26 |
154 |
| Stay-at-home mothers |
14 |
135 |
| |
| Holiday styles |
| Globetrotters |
32 |
290 |
| 5-star hotel |
16 |
225 |
| Holiday village |
16 |
128 |
| Holiday home |
10 |
148 |
| |
| Holiday destination |
| Italy |
68 |
174 |
| Europe |
23 |
229 |
| |
| Activities to improve/retain welfare |
| Yes |
53 |
137 |
| |
| In the last 3 months have you... |
| ... watched a theatrical performance (drama or opera)? |
11 |
121 |
| ... attended lectures or cultural events? |
24 |
200 |
| ... visited museums, exhibitions? |
18 |
169 |
| ... been to a bookshop? |
51 |
171 |
| ... attended a live sports event? |
21 |
136 |
| ... attended any trade fairs? |
41 |
145 |
| ... attended any eno-gastronomical trade fairs/events? |
25 |
119 |
| ... attended other types of trade fairs? |
35 |
195 |
| ... visited any outlets? |
34 |
152 |
| ... visited zoos or botanical gardens? |
6 |
230 |
| ... attended any political events? |
12 |
268 |
| |
| Summary organizers |
| Quality of products |
47 |
109 |
| Brand awareness |
26 |
104 |
| Impulse buying |
22 |
166 |
| Appeal of novelty |
45 |
131 |
| Appeal of form/appearance |
42 |
106 |
| Orientation to being different |
35 |
135 |
| |
| Sport |
| At least one |
53 |
193 |
| Jogging |
17 |
151 |
| Exercising at home |
27 |
309 |
| Exercising in the gym |
25 |
179 |
| Yoga |
7 |
313 |
| Massages |
16 |
288 |
| |
| Purchasing: principles and guidelines |
| I often buy useless things |
36 |
162 |
| If I like something, I just buy it without considering the price |
34 |
136 |
| i am prepared to spend more for products that make life easier |
76 |
152 |
| I collect different types of rubbish (glass, paper, plastic) separately |
90 |
126 |
| i choose products/brands that respect the environment/human rights |
77 |
133 |
| i have a high opinion of companies engaged in social issues |
45 |
115 |
| I like changing brands |
58 |
121 |
| I often buy, on impulse, products I hadn't thought of |
35 |
123 |
| I only buy trusted products, ones I know |
73 |
105 |
| I only buy products of well known brands |
54 |
136 |
| if I see a new product in a shop/supermarket, I often buy it |
30 |
105 |
| when i buy i mostly rely on instinct |
21 |
107 |
| I'm always keen to try the new hi-tech products |
45 |
124 |
| I only buy really good quality products for my home and myself |
60 |
109 |
| the products I buy (toiletries, clothes) have to reflect my personality |
81 |
128 |
| I try to be a non-conformist in what I buy or own |
35 |
116 |
| I often buy a product because of its nice packaging |
25 |
135 |
| when i choose a product i take aesthetic attributes into account |
26 |
138 |
| I like to walk around shopping centres and visit the shops |
65 |
136 |
| I like to shop: for me buying is a real pleasure |
67 |
156 |
| before I am convinced about buying I need to see and touch the products |
92 |
121 |
| when i see a new product, i am interested in trying it |
56 |
131 |
| I like to buy in small shops/markets |
59 |
107 |
| when possible i buy from outlets/stocks |
39 |
168 |
| I prefer to visit shops in which the staff is knowledgeable |
90 |
129 |
| i kile shops with background music |
74 |
149 |
| I usually write a shopping list |
47 |
118 |
| |
| Holidays: principles and guidelines |
| I prefer to rely on experts such as travel agencies or tour operators when planning my holidays |
32 |
105 |
| during my travels, on holiday, I'm prepared to put up with some discomfort |
30 |
105 |
| i enjoy camping |
22 |
162 |
| I prefer holidays on the move rather than in one place |
44 |
106 |
| when I'm on holiday, I like to be "treated like a lord " |
64 |
107 |
| i like to discover the beauty of my own country |
42 |
105 |
| I like relaxing holidays |
92 |
117 |
| i like adventurous holidays |
21 |
150 |
| I think holidays mean the pleasure of meeting new people |
83 |
139 |
| on holiday I spare no expense |
35 |
184 |
| I prefer to go on holiday with a group of friends |
68 |
113 |
| I like the idea of a holiday village |
54 |
113 |
| i like to visit naturalistic sites |
41 |
135 |
| I like changing resort and seeing new places |
78 |
106 |
| I prefer low cost/last minute holidays |
46 |
110 |
| |
| Health: principles and guidelines |
| I have faith in the homeopathic medicine |
14 |
159 |
| I have a periodical check up, even though I'm fine and I have no serious ailments |
44 |
102 |
| I use alternative medicine (faith-healing, acupuncture, etc.) |
11 |
207 |
| |
| Attitudes to cosmetics |
| I do a lot to keep in shape |
53 |
163 |
| I look after my appearance, my image |
70 |
122 |
| I like others to look at me |
55 |
167 |
| I use face creams regularly |
53 |
124 |
| I use products to keep my skin young and supple |
47 |
160 |
| I only use good quality toiletries |
44 |
137 |
| I'm interested in innovations in cosmetics |
37 |
165 |
| I use product that are not tested on animals |
49 |
163 |
| I always pay attention to the brand of toiletries |
57 |
133 |
| I like to be tanned, in winter too |
14 |
194 |
| |
| Clothing: principles and guidelines |
| I usually wear a complete / matching outfit (jacket and tie, suit, dress) |
14 |
136 |
| I spend a lot of money on clothes |
49 |
236 |
| I dress in a young style |
66 |
123 |
| I often wear a valuable watch |
50 |
333 |
| when I go out, I want to look elegant |
61 |
157 |
| every season I buy some new clothes |
73 |
116 |
| i like my clothes to smell fresh |
88 |
102 |
| I only buy fashionable clothes |
54 |
175 |
| I wear designer clothes |
62 |
158 |
| I dress in a very personal way |
73 |
117 |
| I consider accessories very important (shoes, socks, belts, ties, scarves) |
56 |
131 |
| I often wear costume jewellery (rings, bracelets, necklaces) |
29 |
148 |
| I often wear valuable rings, bracelets, necklaces |
17 |
124 |
| I buy my clothes only in highclass boutiques |
14 |
161 |
| |
| Household management: principles and guidelines |
| I really care about the house being clean |
42 |
113 |
| i cannot stand mess |
38 |
121 |
| house work gives me a certain satisfaction |
30 |
121 |
| I care about the floors being spotless |
38 |
109 |
| I only buy the best known brands |
24 |
151 |
| I only do cleaning at weekends |
14 |
166 |
| I often have friends and relatives round |
28 |
131 |
| my house is often in a mess |
24 |
204 |
| my home is lively and colourful |
34 |
129 |
| |
| Expenses, savings and investments: principles and guidelines |
| I carefully check bank statements |
73 |
133 |
| I feel fairly knowledgeable in the financial field |
35 |
142 |
| I look for profitable ways to invest my money |
41 |
149 |
| I do all I can to earn more |
64 |
137 |
| I like spending |
63 |
144 |
| I follow the Stock Exchange prices |
33 |
573 |
| I look with interest at advertising for financial services |
21 |
323 |
| I think I'm good at managing my money |
83 |
122 |
| before making any big outlay, I think about it for a while |
97 |
119 |
| if I had to invest in something, I'd consider performance more than safety |
39 |
246 |
| |
| Do you own a credit card? |
| Yes |
59 |
363 |
| |
| How much do you generally spend for clothes? |
| A great deal |
6 |
813 |
| Quite a lot |
60 |
135 |
| |
| Do you own a dog? |
| Yes |
30 |
163 |
| |
| Do you own a cat? |
| Yes |
20 |
153 |
| |
| Attention towards advertising on magazines |
| Often |
25 |
451 |
| Sometimes |
37 |
168 |
| |
| Attitude towards advertising |
| I like it, it amuses me |
47 |
117 |
| It helps me orientate in the purchasing process |
37 |
113 |
| It should say more about the company and its values and history |
39 |
109 |
| |
| Attnetion towards advertising |
| Medium High |
42 |
180 |
| High |
46 |
197 |
| |
% comp. |
C.I. |
