EAN: 9783954892471

CONSUMPTION PATTERNS AND LIFEWORLDS USING THE E...

This paper offers remarkable insights into the German food market and its consumers. A solid
theoretical foundation is laid by classical as well as modern authors. The works of these
authors form the basis for the theoretical analysis on a social determination of taste. In the
following  the field of sociology of consumption is taken into account and analysed. In the
practical part  consumers are researched using lifeworlds as a tool of categorization of German
households. In the market research economy  lifeworlds are widely perceived as an appropriate
tool for researching present and future market developments. The analysed empirical data on
purchasing behaviour was provided by the market research study Typology of Desires 2010.
Results in the direction of a social determination of taste offer valuable perceptions for
theorists and practitioners alike.

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