How Greek Consumers Have Changed Because of Crisis

An approach
on parents
expenses for
their
childrens
edification

Alimpinisi Panagiota / Karavas Michail / Laos Georgios /Simonis Nikolaos

 Purpose of research
How crisis has influenced parents expenses in terms of their childrens:

Tutoring schools Private Lessons Private schools

Sport Activities Music Lessons Foreign Languages

Suggest to brand/marketing managers solutions to maintain their

customers and attract new ones
 Research Overview
Secondary data sources:
iMBA Student Project (Course: Market Research)

2 Focus Groups
5 In-Depth Interviews
 Income change

Avg. Available Family

Income 2008:
44.581

Avg. Available Family

Income 2016:
28.743
 Secondary Data

Private School School Percentage

Year Year Change
Schools 2008-2009 2016-2017

High-school 103 94 -9%

Junior high- 109 90 -21%

school
Primary- 369 321 -14%
school
 Secondary Data

School Year 2008-2009 School Year 2016-2017

80% private lessons or 86% private lessons or
tutoring support tutoring support

22% of them
attend social-
tutorial
 Breaking down the 86%
Tutoring School No extra help Tut. School/Private Lessons Private Lessons

21%
49%
16%

14%
 Data about other Activities

English: 91%

Two or more foreign languages: 20%

Sports Activities: 57%

Music Lessons: 32%

 First Focus Group of 5 Parents
Sample identity:
Annual family net income 20.000-40.000
Katsaras
Nikos Educational level: bachelor degree
At least 2 children:
1st child: in 2009 age between 6-18 years old
2nd child: in 2017 age between 6-18 years old
Takouli Malatanti
Maria Maria
SIMONIS 4 Pillars of focus group:
NIKOS Available budget for edification
Most important activities-the one most
needed
Changes between 1st & 2nd child
Tagmatarxis Karantza
Aris Xenia
Trade off between quality and quantity
 Second Focus Group of 7 Parents
Sample identity:
Alexopoulos Annual family net income 40.000-60.000
Bill Educational level: masters degree
At least 2 children:
Sionni Maria- Xeinou
Ioanna Katerina 1st child:in 2009 age between 6-18 years old
2nd child:in 2017 age between 6-18 years old

ALIMPINISI
PANAGIOTA
4 Pillars of focus group:
Promponas Anyfantis Available budget for edification
Stefanos Nikos
Most important activities-the one most
needed
Changes between 1st & 2nd child
Gianopoulos Trade off between quality and quantity
Kleidi Elpida
Marinos
In-depth Interview Education Sector

Profile
Name: Anastasios Alimpinisis
Age: 55 years old
Educational Background: Mathematician
Profession: Owner of tutoring school (>1.500
students, >100 employees)
Experience in the sector: 30 years

Focal points of interview

Change in number of customers
Change of customer profiles
Payment delays
Customer expectations
Changes in service packages
In-depth Interview Music Sector

Profile
Name: Vassilios Mastorakis
Age:47 years old
Educational Background: Musician
Profession: Shareholder in Athens Conservatory-
Owner of two private conservatories
Experience in the sector: 20 years

Focal points of interview

Change in number of customers
Change of customer profiles
Payment delays
Customer expectations
Changes in service packages
Projective Techniques

I propose private
school, English lessons,
and basketball for John
this year. Your thoughts
about Helen?
 Projective Techniques
Participants are asked to fill in their childrens program
After completion they are asked to comment on the differences

Childs program 2009 Childs program 2017

Outcomes from Focus Groups

Scarce and cheaper lessons

Outcomes from in-depth interviews

+Social Tutoring Schools

Outcomes from in-depth interviews
Outcomes from Secondary Data & In-
depth Interviews
Monthly Costs

2009: 1000-1250 2016: 400-600

Overall Parent Behavior

Discretionary Thrift
 Suggestions so far
Conservatory
Private
Foreign
Schools languages
1. Co-branding

2. Scholarships

3. Mentoring days