The paper presented the methodic as well as selected results of own empiric research (face-to-face questionings in seven different questioning regions, n = 1488) to the analysis of the shopping behaviour and the attitudes towards direct purchase. To the analysis of the buying patterns a Kaufverhaltensindex (KVI) was introduced. In the regional comparison will be clear that the questioning regions of Baden-Württemberg and North Rhine-Westphalia show KVI by far highest, while the eastern questioning-regions (particularly Thuringia) are marked by the lowest KVI.
Within the attitude measurement (factor analysis) six attitude-dimensions could be extracted. In particular are these: confidence in the emotional product quality, price-
consciousness, socio-political motivation, confidence in the conventional food-offer, the orientation to convenience food and health consciousness. The analysis of the buying patterns-relevance (regression analysis) showed the distinct dominance of the attitude dimension to price consciousness. From the segmentation of the whole random check (cluster analysis) result four clusters (DV-sympathizers, price-conscious not-DV-
buyers, direct buyers oriented to organic farming and a conventionally oriented DV-cluster). The analytic interpretation of buying patterns and soziodemographic variables as well as the regional affiliation allows a continuing characteristic and differentiation of the found clusters
