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QUESTIONNAIRE “Consumer behavior of young adults in European comparison” Joint graphs and comments. Rheda-Wiedenbrück June 2009. Note. The results of the survey in some aspects can be influenced by differences in the age of the students and their gender. 1. Where are you from?. Summary.
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QUESTIONNAIRE“Consumer behavior of young adults in European comparison” Joint graphs and comments Rheda-Wiedenbrück June 2009
Note The results of the survey in some aspects can be influenced by differences in the age of the students and their gender.
Summary In terms of the numbers of students participating in the survey, they are as follows: • Germany: 100 • Slovakia: 119 • Romania: 100 • Poland: 111
Summary The survey shows that ¾ of the Romanians live in a city with 100000-500000 inhabitants whereas in Poland ¾ of the students live in a city with less than 5000 inhabitants. In Germany and Slovakia about half of the students come from cities with 20000-100000 inhabitants.
Summary In all four countries most students live in a household with 4 people. Particularly noticeable are the high figures in Slovakia and Poland. In addition, no participant from Poland lives on his own. The number of people in a household is 4 or more on average.
Summary The chart shows that the majority of the respondents are female. However, in Slovakia the number of male and female respondents is almost the same.
Summary On average all students were between 16 and 18 years old. Romania is an exception here: At the time the survey was carried out the majority was 15 years old. Moreover one can see that only 1% of the Slovak and Romanian students were 20 years old whereas 1% of the German and Polish students were 15 years old.
Summary Germany displays the highest and Poland the lowest income. Romanian and Slovak people earn an income of € 500-1000 on average. The Romanian , Slovakian and Polish family income is under 2000 Euro while German families’ income is usually above 2000 Euro. This difference explains some specific answers regarding the consumer behaviour in the four countries.
Summary German students have the biggest monthly income at their disposal. Most Romanian, Slovak and Polish respondents earn a maximum of € 0-25 per month. The size of the individual budgets reflects the family income and also the other sources of income ( see question 8).
8. Which is the main source of income supporting your personal expenses?
Summary Most commonly students are financially supported by their parents in all four countries. The young Polish students and above them the German ones make significant income from their own work. Parents and relatives are the main source of income in all four countries but German and Polish students obtain more money from their own work.
Summary 61% Polish and 49% Slovak students spend least of all (€ 0-25/month). 36% Romanians use € 26-50/month on average. German students spend most: The majority (33%) stated that they spend € 51-100/month. 17% dispose of € 101-150 while 27% said to spend more than € 150 per month. The differences can be explained by : the amount of their families income, the differences between regions and the differences of the source of their income. (see questions 6 and 8)
Summary Most respondents spend their money on nutrition, fashion and going out. Slovak students spend disproportionately large amounts of money on food whereas Polish students spend most of their income on mobile phones. The three categories chosen by fewest students are transport, magazines and vices. The students from our countries have a very similar destination for their spending. The 3 first options are food, fashion and cosmetics. Students spend less money on books, magazines and multimedia because they find all the information they need on the Internet (maybe) or they get hold of books from the library.
Summary In all four countries most products were bought in shops and shopping centres, followed by Internet and catalogue. Romanian students also buy a lot from salespeople. Teleshopping comes in last in all countries. Online shopping is very popular with Polish students, whereas Romanian, Slovak and German students seem to display a certain amount of reluctance towards this facility, which is in most cases cheaper and more comfortable.
Summary Shopping from catalogues is highly popular in Germany and highly unknown in Slovakia. In Romania and Poland, this shopping modality has gained more field as compared with other traditional and innovative methods. Our students behave in a very similar way and the most popular places for shopping are the shopping centers, the Internet and catalogues (except for Slovak students who prefer direct contact with the products). Slovak , Romanian and Polish students buy from catalogues and salespeople combined.
Summary The main factor influencing the decision to buy a product is the price-quality rapport. Slovak students are also influenced by their parents whereas Polish, Romanian and German students don’t see a parental influence. In comparison, German students state to be influenced strongly by their friends which seems to be the weakest factor of influence for Slovak respondents. Being up-to-date is more important for German students than for students in other countries: 24% chose this category as the most important one. Necessity is the strongest factor of influence for Romanian students, closely followed by the number of Polish students who chose this answer. In comparison, only few Germans said to be influenced by necessity.
Summary Common aspects refer to quality-price rapport and the need to be up to date. One thing that is striking is the fact that German students don’t refer to necessity. This might be due to the fact that the basic needs are satisfied.
Summary Price is the most important factor limiting the students’ spending in all four countries. In addition, Romanian students also feel restricted by their families. Tradition and religion are not regarded as strong limiting factors in any country. About a quarter of German, Slovak and Romanian students state that income scarcity limits their spending. In comparison, the effort to save money most strongly limits the Polish students’ spending. German, Romanian and Slovak respondents do not seem to limit their spending too much because they want to save money.
Summary Price is the main factor limiting the spending. In Slovakia and Poland the income scarcity limits it. In Romania the absence of this factor might be explained by the fact that the parents don’t make their children aware of their financial problems. In Germany they don’t seem to feel the income scarcity because their family income is relatively high. In all countries other factors limiting the spending are savings and family.
14. Do you agree with the following statements?14.1 Does Religion influence consumer behavior of young people?
Summary The majority of students in all four countries is convinced that religion does not influence their consumer behaviour. However, religion seems to have more impact in Romania than in any other country. Some students are not sure whether religion is an influencing factor. The majority agrees that religion doesn’t influence consumers’ behaviour. It’s obvious from the chart that the students are becoming more and more liberal.
14.2 Does upbringing influence consumer behavior of young people?
Summary The majority of Slovak, German and Polish students are sure that upbringing influences consumer behaviour of young people. A lot of Romanians also agree with them, nevertheless almost half of Romanian respondents and more than a third of German students stated not to be sure. The majority believes that upbringing influences consumer behaviour (the same comments question 14.3).
14.3 The environment (place where people live) influences consumer behavior of young people.
Summary The majority of students agrees that the environment has an impact on the consumer behaviour. However, quite a few students in all countries are uncertain concerning this point.
14.4 You would be able to commit a crime for the sake of money.
Summary The great majority would not commit a crime for the sake of money. It is conspicuous though that some students would commit a crime or are not sure whether they would. The majority of students wouldn’t commit a crime for the sake of money.
Summary The great majority of all students from the four countries has not committed a crime but there is obviously a small minority who has already done something illegal. The great majority of students have not committed a crime.
Summary Most respondents are able to control their need to borrow money. The great majority of the young adults are able to control their need of borrowing money. Even if the number of students who cannot control their need to borrow money is small, they deserve special attention. The phenomenon of indebtedness is the main concern of the responsible factors of the E.U, which is illustrated by the presence of this theme in the Europe Agenda 2008-2009.
Summary The majority has not borrowed any money, but some respondents have borrowed about a quarter of their income. Around 90% of the students borrow between 0-25% of their money.
