nca back to school market research 2011

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National Consumer Agency Back to School Costs July 2011 Market Research Conducted by

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Market research on back-to-school costs for consumers in Ireland, commissioned by the National Consumer Agency

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Page 1: NCA Back to School Market Research 2011

National Consumer Agency

Back to School Costs

July 2011Market Research Conducted by

Page 2: NCA Back to School Market Research 2011

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Making Complaints

www.nca.ie

Key Findings

Detailed Results

Methodology and Profile

Table of Contents

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Key Findings

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• 4 in 5 (80%) parents indicated they had financial concerns in relation to ‘Back to School’ costs

• 3 in 4 (74%) parents said they are more concerned about ‘Back to School’ costs this year than they were last year. The main reason for this increase in concern is ‘having less money/income has decreased’ as cited by nearly 1 in 2 parents

• 74% of parents budget for ‘Back to School’ Costs. A significant minority, 26%, do not

• 6 in 10 (61%) parents compare prices across stores when purchasing back to schools items with a similar proportion purchasing items on sale or on special offer

Key Findings - I

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• 1 in 2 parents prepare a list with estimated costs when buying back to school items

• Almost a half of all parents (49%) have previously had to make an unforeseen payment in relation to ‘Back to School’ costs

• For almost 3 in 5 this unforeseen/unexpected cost was in relation to school trips/outings

• Once-off payments for school materials and school donations was mentioned by over 1 in 2 parents

• Circa 8 in 10 parents of primary school going children who wear a uniform must purchase from a designated shop, increasing to almost 9 in 10 (87%) for those attending secondary school. 90% of all parents believe that they should be allowed to purchase the crest and uniform separately

Key Findings - II

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Detailed Results

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Levels of Concern Regarding Back-to-School Costs

(Base: All Parents of School-going Children – 413)

46

47

43

49

43

34

34

36

28

40

8

7

8

8

7

2

1

1

Not at allConcerned

(1)

TOTAL

Parents of Children attending Primary School

Parents of Children attending Secondary School

Social Class: ABC1/F50+

Social Class: C2DE/F50-

VeryConcerned

(5)(2) (4)

Neither/Nor

Mean Score

11 4.1

11 4.1

13 4.1

13 3.9

10 4.2

80%

81%

79%

77%

83%–

4 in 5 (80%) parents are concerned about the financial costs associated with 'Back to School'. Similar concerns are evident amongst those with Primary school going children and those with

children attending Secondary school. However, for the socio economic grouping C2DE/F50- 'Back to School' costs are more of a concern – with 2 in 5 (40%) claiming they are ‘very’ concerned

4 in 5 (80%) parents are concerned about the financial costs associated with 'Back to School'. Similar concerns are evident amongst those with Primary school going children and those with

children attending Secondary school. However, for the socio economic grouping C2DE/F50- 'Back to School' costs are more of a concern – with 2 in 5 (40%) claiming they are ‘very’ concerned

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41 43 4133

48

33 33 3337

30

23 21 2324

20

3 3 3 5 21

Change in Levels of Financial Concern Over Back-to-School Costs Since Last Year

(Base: All Parents of School-going Children – 413)

A lot more of a concern (5)

A little more of a concern (4)

The same (3)

A little less of a concern (2)A lot less of a concern (1)

TOTAL Primary School

Secondary School

ABC1/F50+

C2DE/F50-

% %% % %

Mean Score: 4.1 4.14.2 4.0 4.2–– – –

74% 76% 74%

70%

78%

Overall, 3 in 4 (74%) parents are more concerned about ‘Back to School’ costs this year than they this year than they were last yearwere last year

Overall, 3 in 4 (74%) parents are more concerned about ‘Back to School’ costs this year than they this year than they were last yearwere last year

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48

32

23

11

10

9

6

4

3

3

55

27

23

10

11

6

9

6

3

4

42

36

22

12

9

10

4

2

4

2

Reasons for Back-to-School Costs Being More of a Financial Concern

(Base: All Parents of School-going Children for whom Back-to-School costs are more of a concern - 305)

Have less money/income has decreased

Cost of uniform, books etc.

More expensive/day-to-day expenses higher

Now unemployed

Amount of expenses

Extra child starting school

Taxes and other household payments

Extra expenses not budgeted for

Children doing exams

Increasing cost of transport

TOTAL

%48

29

23

10

11

11

7

3

3

#All other mentions 2% or less

47

36

23

11

7

6

8

5

6

4

Primary School

Secondary School

ABC1/F50+

C2DE/ F50-

% % % %(Base: 305) (Base: 211) (Base: 176) (Base: 141) (Base: 164)

“Having less money/income has decreased” is the main reason why 'Back to School' costs are now more of a financial concern as cited by 48% of parents. This increases to almost 3 in 5 (55%) for

those within the ABC1/F50+ group

“Having less money/income has decreased” is the main reason why 'Back to School' costs are now more of a financial concern as cited by 48% of parents. This increases to almost 3 in 5 (55%) for

those within the ABC1/F50+ group

Page 10: NCA Back to School Market Research 2011

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74 77

71

74

74

Budgeting for Back-to-School Costs(Base: All Parents of School-going Children – 413)

TOTALPrimary School

Secondary School

ABC1/F50+

C2DE/F50-

% Yes % Yes % Yes

% Yes% Yes

74% of parents state that they budget for 'Back to School' costs74% of parents state that they budget for 'Back to School' costs

Page 11: NCA Back to School Market Research 2011

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68

29

27

18

12

8

5

2

58

37

25

13

14

6

6

3

Method of Financing Back-to-School costs for Next Academic Year

Using your regular income

Apply for Back-to-School allowance

Taking money from savings

Use credit card

Borrow from family/friends

Using an overdraft facility

Take out a personal loan

Borrow from money lender

TOTAL

%

69

31

28

15

12

8

5

3

#All other mentions less than 1%

63

26

28

20

12

9

5

2

78

20

30

22

10

10

5

2

Primary School

Secondary School ABC1/F50+ C2DE/F50-

% % % %

(Base: All Parents of School-going Children – 413)

7 in 10 (68%) parents with school going children will use their regular income to finance 'Back to School' costs for the forthcoming year – this rises to almost 8 in 10 (78%) for

ABC1/F50+. 3 in 10 (29%) parents will apply for the 'Back to School' allowance – this rises to almost 2 in 5 (37%) amongst C2DE/F50-

7 in 10 (68%) parents with school going children will use their regular income to finance 'Back to School' costs for the forthcoming year – this rises to almost 8 in 10 (78%) for

ABC1/F50+. 3 in 10 (29%) parents will apply for the 'Back to School' allowance – this rises to almost 2 in 5 (37%) amongst C2DE/F50-

Multiple answers allowed

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61

60

49

42

26

21

61

58

51

38

24

22

55

57

48

41

24

23

Purchasing Back-to-School Items

Compare prices across stores

Purchase items on sale or on special offer

Prepare a list with estimated costs

Purchase second hand items

Pay costs in instalments(where applicable)

Save regularly during the year

TOTAL

%

60

59

48

49

29

19

67

63

49

43

28

19

Primary School

Secondary School

ABC1/F50+

C2DE/F50-

% % % %

(Base: All Parents of School-going Children – 413)

6 in 10 (61%) parents compare prices across stores when purchasing 'Back to School' items, a similar proportion, 60%, purchase items on sale or on special offer. Parents with children

attending Secondary school are much more likely than parents with children in Primary school to purchase second hand items

6 in 10 (61%) parents compare prices across stores when purchasing 'Back to School' items, a similar proportion, 60%, purchase items on sale or on special offer. Parents with children

attending Secondary school are much more likely than parents with children in Primary school to purchase second hand items

Page 13: NCA Back to School Market Research 2011

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47% 55%

47%51%

Incidence of Previous Unforeseen “Back-to-School” Costs

(Base: All Parents of School-going Children – 413)

49%

TOTALPrimary School

Secondary School

ABC1/F50+ C2DE/F50-

% Yes

Half (49%) of all parents with school going children have previously had to make

unforeseen payments in relation to 'Back to School' costs. This increases to 55% amongst

those with children in Secondary school

Half (49%) of all parents with school going children have previously had to make

unforeseen payments in relation to 'Back to School' costs. This increases to 55% amongst

those with children in Secondary school

% Yes

% Yes

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58

60

55

40

30

Cause of Unforeseen/Unexpected Costs

School trips/outings

Once-off payments for school materials

Donation to school

Cost of extra-curricular activities

Contributions to fund raising

TOTAL

%

60

55

56

43

39

#All other mentions 3% or less

58

55

53

43

32

59

49

53

45

40

Primary School

Secondary School ABC1/F50+ C2DE/F50-

% % % %

59

55

54

43

35

(Base: All Parents of School-going Children who had Unforeseen/Unexpected Payments – 243)

(Base: 243) (Base: 161) (Base: 156) (Base: 117) (Base: 126)

Amongst those that had experienced an unforeseen/unexpected cost, for 3 in 5 (59%) it was in relation to a school trip/outing. A similar proportion mentioned that it was in relation to

school materials (55%) and a school donation (54%)

Amongst those that had experienced an unforeseen/unexpected cost, for 3 in 5 (59%) it was in relation to a school trip/outing. A similar proportion mentioned that it was in relation to

school materials (55%) and a school donation (54%)

Page 15: NCA Back to School Market Research 2011

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School Uniform

(Base: All Parents of Primary School-going Children – 279)

93% of children attending Primary school have to wear a school uniform with nearly 4 in 5 (78%) required to purchase the uniform from a designated store(s). For Secondary school pupils 91% are

obliged to wear a uniform and 87% of those are required to purchase from a designated store(s)

93% of children attending Primary school have to wear a school uniform with nearly 4 in 5 (78%) required to purchase the uniform from a designated store(s). For Secondary school pupils 91% are

obliged to wear a uniform and 87% of those are required to purchase from a designated store(s)

93%

(Base: All Parents of Secondary School-going Children – 240)

91%

(Base: 259)

78%

Primary School Secondary School

87%

(Base: 219)

Required to wear a

uniform

Required to purchase from

designated store(s)

% Yes % Yes

% Yes% Yes

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Whether Should Have Option to Purchase Crest & Uniform Separately

(Base: All Parents of School-going Children who have to Wear Uniform)

91%90%

Primary School Secondary School

(Base: 259) (Base: 219)

Circa 9 in 10 parents of both Primary school and Secondary school going children believe that they should be given the option to purchase the crest and uniform separately

Circa 9 in 10 parents of both Primary school and Secondary school going children believe that they should be given the option to purchase the crest and uniform separately

% Yes % Yes

Page 17: NCA Back to School Market Research 2011

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Research Background and Methodology

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The following methodological approach was used:

Quotas were set on gender, age, social class and region to ensure a representative sample of parents with children was collected in the sample.

All fieldwork was conducted from Wednesday 22nd – Wednesday 29th June 2011.

A. Research Methodology

200 X Parents of Primary

School Children

200 X Parents of Secondary

School Children

400 Online Interviews

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B. Profile of Sample

3749

2842

37

28

32

22

26

418

49

51 51

26

Gender Age Social Class Region School

(Base: All Parents of School-going Children – 413)

Male

Female

55-64

ABC1/F50+

C2DE/F50-

Dublin

%

45-54

35-44

18-34

Rest of Leinster

Munster

Conn/Ulster

Primary only

Second-aryonly

Both

% % % %

Quotas were set to ensure that a nationally representative sample of parents with children was achieved

Quotas were set to ensure that a nationally representative sample of parents with children was achieved

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C. Profile of Sample – School Going Children

(Base: All Parents of School-going Children – 413)

Over two thirds of the sample had children attending Primary school whereas over half had children attending Secondary school for the next academic year

Over two thirds of the sample had children attending Primary school whereas over half had children attending Secondary school for the next academic year

68% 58%

Primary School Secondary School

42

26

32

26

Primary school only

Both Primary & Secondary school

Secondary school only

Both Primary & Secondary school

% %