NCA Back to School Market Research 2011

National Consumer Agency Back to School Costs July 20 11 Market Research Conducted by

Key Findings
Detailed Results
Methodology and Profile
Table of Contents

Key Findings

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

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

Detailed Results

Levels of Concern Regarding Back-to-School Costs (Base: All Parents of School-going Children – 413) Not at all Concerned (1) Very Concerned (5) (2) (4) – 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 TOTAL
Parents of Children attending Primary School
Parents of Children attending Secondary School
Social Class: ABC1/F50+
Social Class: C2DE/F50-
Neither/Nor Mean Score 11 4.1 11 4.1 13 4.1 13 3.9 10 4.2

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 4.1 4.2 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 were last year

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) TOTAL % #All other mentions 2% or less 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 – 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

Budgeting for Back-to-School Costs (Base: All Parents of School-going Children – 413) TOTAL Primary School Secondary School ABC1/ F50+ C2DE/ F50- % Yes % Yes % Yes % Yes % Yes 74% of parents state that they budget for 'Back to School' costs

Method of Financing Back-to-School costs for Next Academic Year TOTAL % #All other mentions less than 1% 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- Multiple answers allowed 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

Purchasing Back-to-School Items TOTAL % 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 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

Incidence of Previous Unforeseen “Back-to-School” Costs (Base: All Parents of School-going Children – 413) TOTAL Primary 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 % Yes % Yes

Cause of Unforeseen/Unexpected Costs TOTAL % #All other mentions 3% or less Primary School Secondary School ABC1/F50+ C2DE/F50- % % % % (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%) School trips/outings Once-off payments for school materials Donation to school Cost of extra-curricular activities Contributions to fund raising

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) (Base: All Parents of Secondary School-going Children – 240) (Base: 259) Primary School Secondary School (Base: 219) Required to wear a uniform Required to purchase from designated store(s) % Yes % Yes % Yes % Yes

Whether Should Have Option to Purchase Crest & Uniform Separately (Base: All Parents of School-going Children who have to Wear Uniform) 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 % Yes % Yes

Research Background and Methodology

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 22 nd – Wednesday 29 th June 2011.
A. Research Methodology 200 X Parents of Primary School Children 200 X Parents of Secondary School Children 400 Online Interviews

B. Profile of Sample (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 -ary only Both % % % % Quotas were set to ensure that a nationally representative sample of parents with children was achieved

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 Primary School Secondary School % % Primary school only Both Primary & Secondary school Secondary school only Both Primary & Secondary school

NCA Back to School Market Research 2011

by National Consumer Agency

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