Health and Consumer Issues

RESEARCH AND OBSERVATION: CONSUMERS? HABITS DURING THE CHRISTMAS HOLIDAY PERIOD 2005

Coordinating teacher: Lambrini Mamali (RE Teacher)

Ralleion Geniko Peiramatiko Lykeio Thileon Pirea participates in the Internet community

Generation Europe. Generation Europe Foundation?s creation in 1995 was based on a simple observation; that the young represent tomorrow's decision-makers who will live, work, consume and contribute to the economic and political fibre of the world in the years to come.

Surveys reveal that young people have little understanding of their rights and responsibilities as citizens in a changing world. Furthermore, those concerned (public and private sectors) often find it difficult to reach an adolescent target audience and to engage them in interactive dialogue. 

Generation Europe Foundation has developed a unique skill set and network of partners throughout Europe able to respond to this challenge; they specialise in communicating with young people throughout Europe on complex issues that relate to their future.

As concerns the particular project, we divided in small groups and visited the Christmas market of Pireas, we talked to the shop owners and customers, we observed the streets, the shops and recorded our impressions. Here they are:

?The Christmas shopping period started early this year, that is at the beginning of November[?]. Our survey of the shops revealed that the volume of purchases has increased during the whole period up to Christmas. The young spent most of their money buying presents. [?]. This leads us to the conclusion that the Christmas holiday season has been ?commercialised? and that the young are the primary target group of this process of commercialisation.? (Matina-Lili, A3)

?During the Christmas season, the young usually get more pocket money from their family and relations, which they spend on goods not only to cover their basic needs- food and clothing- but also to satisfy some of their desires. The young prefer goods that are of the latest fashion, eg the latest model of mobile phones, a pair of designer?s jeans or athletic shoes. During the holiday season the young buy many more presents than usual either for themselves or for their loved ones.? (Kalliopi Papageorgiou A3)

?Shop owners take advantage of the Christmas spirit which ?drives? us to buy more and so they raise their prices.. While entering various shops we could hear well known Christmas tunes. The shop owners told us that buyers are influenced even by the music or the decoration of the shop. Indeed we found out that consumers showed more interest in the goods sold in shops where the music was louder and/or the Christmas decoration was more impressive. Well, it is really difficult to avoid shopping temptations at the Christmas season.? (Glykeria Christoforatou, Dora Triandakonstanti , A3)

?We decided to observe the shopping habits of the consumers during this period, the changes in market compared to last year, which goods are consumed the most by what age group. We found out that the young (aged 14-28) preferred shopping in chain or department stores. Gift shops were also preferred, as expected at Christmas? ( Maria, Panagiota ,A3)

?Many people identify the Christmas Spirit with buying and consuming. Buyers feel satisfied spending their money without thinking of saving them for future use. I collected ads of different consumer goods, from mobile phones to package stays in various hotels, all of which were adapted to the Christmas spirit.? (Anastasia, A3)

It was really impressive to observe the way in which we are flooded by various shopping and consumption messages which also reach our children. Luckily most children have started to become more suspicious of the mechanisms of ?brainwash? and the ?desire producing industry?. Within this framework, consumer awareness of the students constitutes a fundamental obligation of the educational system so that the young are oriented towards the right shopping choices, prioritising their needs. This will lead to more informed and responsible citizens of the future. This will be the best present to our children.