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

2. Table of Contents Key Findings Detailed Results
Methodology and Profile

3. Key Findings

4. Key Findings - I
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

5. Key Findings - II
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

6. Detailed Results

7. Levels of Concern Regarding Back-to-School Costs
(Base: All Parents of School-going Children – 413)
Not at all
Concerned
(1)
(2)
(4)
Very
Concerned
(5)
Neither/Nor
Mean Score 11
4.1 13
3.9 10
4.2
TOTAL
Parents of Children attending Primary School
Parents of Children attending Secondary School
Social Class: ABC1/F50+
Social Class: C2DE/F50-
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 7

8. (Base: All Parents of School-going Children – 413)
Change in Levels of Financial Concern Over Back-to-School Costs Since Last Year
(Base: All Parents of School-going Children – 413)
ABC1/
F50+
C2DE/
F50-
TOTAL
Primary
School
Secondary
School % % % % %
A lot more of a concern (5)
70%
76%
74%
74%
A little more of a concern (4)
78%
The same (3)
A little less of a concern (2) – – –
A lot less of a concern (1) –
4.1
4.2
4.1
4.0
4.2
Mean Score:
Overall, 3 in 4 (74%) parents are more concerned about ‘Back to School’ costs this year than they were last year 8

9. 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)
ABC1/
F50+
C2DE/
F50-
Primary
School
Secondary
School
TOTAL
(Base: 305)
(Base: 211)
(Base: 176)
(Base: 141)
(Base: 164) % % % % %
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 –
#All other mentions 2% or less
“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 9

10. Budgeting for Back-to-School Costs
(Base: All Parents of School-going Children – 413)
ABC1/
F50+
Primary
School
TOTAL
% Yes
% Yes
% Yes
C2DE/
F50-
Secondary
School
% Yes
% Yes
74% of parents state that they budget for 'Back to School' costs 10

11. Method of Financing Back-to-School costs for Next Academic Year
(Base: All Parents of School-going Children – 413)
Multiple answers allowed
Primary
School
Secondary
School
TOTAL
ABC1/F50+
C2DE/F50- % % % % %
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
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/F in 10 (29%) parents will apply for the 'Back to School' allowance – this rises to almost 2 in 5 (37%) amongst C2DE/F50-
#All other mentions less than 1% 11

12. Purchasing Back-to-School Items
(Base: All Parents of School-going Children – 413)
Primary
School
Secondary
School
ABC1/
F50+
C2DE/
F50-
TOTAL % % % % %
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
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 12

13. Incidence of Previous Unforeseen “Back-to-School” Costs
(Base: All Parents of School-going Children – 413)
TOTAL
% Yes
Primary
School
Secondary
School
% Yes
ABC1/F50+
C2DE/F50-
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 13

14. Cause of Unforeseen/Unexpected Costs
(Base: All Parents of School-going Children who
had Unforeseen/Unexpected Payments – 243)
Primary
School
Secondary
School
TOTAL
ABC1/F50+
C2DE/F50-
(Base: 243)
(Base: 161)
(Base: 156)
(Base: 117)
(Base: 126) % % % % %
School trips/outings
Once-off payments for school materials
Donation to school
Cost of extra-curricular activities
Contributions to fund raising
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%)
#All other mentions 3% or less 14

15. School Uniform Required to wear a uniform
Primary School
Secondary School
(Base: All Parents of Primary School-going Children – 279)
(Base: All Parents of Secondary School-going Children – 240)
Required to wear a uniform
% Yes
% Yes
(Base: 259)
Required to purchase from designated store(s)
(Base: 219)
% Yes
% Yes
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) 15

16. 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)
% Yes
% Yes
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 16

17. Research Background and Methodology

18. A. Research 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 22nd – Wednesday 29th June 2011.
400 Online Interviews
200 X
Parents of Primary
School Children
200 X
Parents of Secondary School Children 18

19. (Base: All Parents of School-going Children – 413)
B. Profile of Sample
(Base: All Parents of School-going Children – 413) % % % % %
Dublin
18-34
Primary
only
Male
ABC1/ F50+
Rest of
Leinster
35-44
Second
-ary
only
Munster
C2DE/ F50-
Female
45-54
Both
Conn/
Ulster
55-64
Quotas were set to ensure that a nationally representative sample of parents with children was achieved 19

20. C. Profile of Sample – School Going Children
(Base: All Parents of School-going Children – 413)
Primary School
Secondary School % %
Primary school only
Both Primary & Secondary school
Secondary school only
Both Primary & Secondary school
Over two thirds of the sample had children attending Primary school whereas over half had children attending Secondary school for the next academic year 20