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 In terms of the numbers of students participating in the survey, they are as follows: Germany: 100 Germany: 100 Slovakia: 119 Slovakia: 119 Romania: 100 Romania: 100 Poland: 111 Poland: 111

2. How many people live in your city?

Summary The survey shows that ¾ of the Romanians live in a city with 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 inhabitants.

3. How many people live in your household?

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.

4. What is your gender?

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.

5. What age are you?

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.

6. What is your family income?

Summary Germany displays the highest and Poland the lowest income. Romanian and Slovak people earn an income of € 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.

7. How big is your monthly income?

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.

9. How much money do you spend on average per month?

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 € /month. 17% dispose of € 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)

10. What do you most frequently spend your money on?

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.

11. Where do you do your shopping?

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.

12. What influences your decision to buy something?

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.

13. What limits your spending?

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?

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. Summary

14.2 Does upbringing influence consumer behavior of young people?

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). Summary

14.3 The environment (place where people live) influences consumer behavior of young people.

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. Summary

14.4 You would be able to commit a crime for the sake of money.

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

14.5 You have already committed a crime because of money.

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

15. Are you able to control your need to borrow money?

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

16. What part of your money is borrowed?

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. Summary

17. What did you need the money for?

Summary Students spend most of their income on nutrition, mobile phones, fashion and going out in all countries. Only little money is used for magazines, books or hobbies. Significantly, Slovak students spend almost half of their income on nutrition. Compared to the other countries Polish students use the biggest part of their income for mobile phones. These answers reflect to some extent the answers the students gave for question number 10.

18. Has anything changed since you have borrowed money?

Summary The majority of the interviewees states that nothing has changed since they borrowed money. Anyhow, one quarter of the Slovakian students says that things have changed. The result of the question may have been influenced by the fact that the question wasn’t applicable to all students.

19. Have you ever been in a situation when you were unable to repay the money you had borrowed?

Summary Most of the students are not indebted, since they haven’t borrowed money. Those indebted could easily pay off their current liabilities. Only very few students admitted occurring problems with both families and friends once the liabilities could not be acquitted. Noticeable is the fact that more than two thirds of the Polish students are not indebted because they do not borrow money at all.

20.1 It is very important for me to be able to pay back my debts as soon as possible.

Summary Noticeable is that all participating students agree on the statement that paying back debts is absolutely crucial. The great majority strongly agree that it’s important to be able to pay back their debts as soon as possible.

20.2 It is absolutely normal to be in debt nowadays.

Summary Most students from Romania, Slovakia and Germany do not agree with the statement. To them it is not normal to be indebted. Polish students accept a certain degree of indebtedness as “normal”. The great majority of students from Romania, Slovakia and Germany don’t think that it’s a normal situation to be in debt whereas nearly a half of Polish students find it to be quite a normal situation.

20.3 I have already though about how to get some money to be able to pay my debts faster.

Summary The vast majority of all students agree with this statement, either “strongly” or “somewhat”: They have already considered raising money to be able to pay back money faster.

20.4 If I can't pay back the money myself, my parents will do it for me.

Slovakian, German and Polish students share the opinion that parents would not pay back their children’s debts. Only the majority of the Romanian students hope that their parents will help them in case of doubt. Summary

20.5 Even when I´m in debt, i think about spending more money.

Summary The vast majority of all four nations does not agree with this statement: Students do not consider spending even more money when indebted. Most of the questioned students don’t like the idea of increasing their personal expenses when they are in debt.

20.6 I think it's ok to be in dept, because my parents are also indebted.

All interviewed students are of the opinion that it is not normal to have debts. Only very few agree with this statement. The great majority doesn’t regard their parents’ indebtedness as a positive example. On the other hand, this answer might just show that their parents don’t have any debts. Summary

20.7 As long as the person who has lent me money doesn’t ask to get it back, I don’t remember to pay it back.

Summary All four nations do not agree with this statement at all. Borrowed money should be returned, no matter whether reminded or not. The students pay back the money without being reminded of it.

20.8 I'm worried that I won't be able to pay off my debts.

The majority of Romanians, Slovakians, Germans and Polish agree with this statement: They all are worried that they won’t be able to pay back their dues. The survey shows that (Slovak and German) students are worried because maybe they are aware of the danger of being unable to repay their debts. Summary

21. In order to satisfy a need of consumption which exceeds your budget, which do you prefer: saving (to be able to fulfill your need soon) or borrowing the necessary money?

Summary The students of all participating countries rather save than borrow their money. Most of the students prefer saving money in order to face consumption expenses. Even if the number of students who prefer borrowing as an alternative is insignificant, these are worth our full attention, most of the students prefer saving money in order to face consumption expenses.

22. Have you saved any money?

Summary The vast majority of interviewees save money in some way or another. This is true for all nations. The same conclusions apply to this question as to question number 20.

23. What have you saved money for?

Summary Three out of four nations state that money is mostly spent on fashion; Polish students spend most money on mobile phones. All four nations spend the least money on books, magazines, transport, cigarettes and alcohol. Fashion is the main purpose of savings. All in all, the results correspond with the result of questions number 19 and 1.Although students spend most of their money on nutrition, they don’t save money for it. In Poland, saving for a mobile phone may also represent saving for fashion.

24. How do you save your money?

Summary Most students save their money in a piggybank or in a saving book. Only very few invest their money in securities and stocks. Most students prefer piggybank and savings book as a secure type of saving money. Parents are also a safe way of saving money.

25. Do you sense that you are protected as a consumer?

Summary In Romania, Slovakia, Germany and Poland more than half of the students feel protected as consumers. It is very important that our students should feel protected as consumers. Romanian students obviously feel less protected in this sense. Romanians feel they are less protected as consumers whereas the Slovak and German students consider that they are protected. The Polish students’ opinion is more divided.

26. Which of the following means of protection mostly impact you?

Summary Three out of four nations state that they are positively influenced by school education. Interestingly enough, German students feel more protected by the government than by education at school. In second place we find advertising campaigns as effective means of protection. Slovakian and Romanian school education plays an important role in protecting young customers while in Germany and Poland all means given as categories seem to have a similar impact on the students.