Key figures

  • 4Focus groups (students and parents)
  • 7–8 hoursDaily study time including tutoring
  • TRY 1,500School spending per child stated by parents (2018)

Key findings

  1. Parents’ biggest concern is constant change; placement rules that change almost every year tire both families and students.
  2. School lessons are seen as insufficient for exam preparation, creating a sense of inequality for families who cannot afford private tutoring.
  3. High school students and parents in particular want the curriculum to be more aligned with exams.
  4. Without compulsory exams, students would like more sports (taekwondo, archery) and arts (drama, music).
  5. Students’ suggestions: abolish exams, stop rote learning, teach through discussion and let everyone progress in what they are good at.
  6. Books are the largest school expense; stationery is mostly bought at wholesale and discount supermarkets.
  7. Brand sensitivity is strongest for pens (Faber-Castell); for non-uniform clothing, LC Waikiki is preferred for price and range.

About the research

Method
Qualitative research – focus groups
Date
August 2018
Sample
Four focus groups with primary, middle and high school students and mothers
Partner
The Brand Age

Pages from the report

Download the full report (PDF, in Turkish)