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