publication: wave 2 june 2008 fieldwork: june 2008 summary...

Flash Eurobarometer

Consumer protection

and consumer rights

Analytical Report for

Cyprus- third wave

Fieldwork: June 2008

Publication: June 2008

This survey was requested by the EC Directorate-General SANCO, Health and Consumer

Protection and coordinated by Directorate-General “Communication”.

This document does not represent the point of view of the European Commission.

The interpretations and opinions contained in it are solely those of the authors.

European

Commission

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Flash Eurobarometer

Consumer protection and

consumer rights in Estonia

Wave 2

Summary

Fieldwork: March 2009

Publication: May 2009

European

Commission

Flash EB Series #268

Consumer protection and consumer

rights in Estonia

Survey conducted by The Gallup Organization, Hungary upon the request of the

European Commission, Directorate-General “Health and Consumer

Protection”

Coordinated by Directorate-General Communication

This document does not represent the point of view of the European Commission.

The interpretations and opinions contained in it are solely those of the authors.

THE GALLUP ORGANIZATION

Summary Flash EB No 268- Consumer protection and consumer rights (EE)

page 3

Table of Contents Flash Eurobarometer ........................................................................................................................ 1

Introduction ............................................................................................................................................ 4

1. The information campaign ................................................................................................................. 5

Campaign awareness .......................................................................................................................... 5 Media channels ................................................................................................................................... 7 Evaluation of the information campaign ............................................................................................ 7

2. Learning about consumers’ rights ...................................................................................................... 8

3. Information sources about consumers’ rights ................................................................................... 10

Methods of seeking information about consumers’ rights ............................................................... 10 Information or advice in case of problems ....................................................................................... 10

4. Consumers’ rights institutions, organisations and associations ........................................................ 11

Awareness of consumers’ rights bodies ........................................................................................... 11 Usage of information or help from consumers’ rights bodies .......................................................... 12 Trust in the information provided by consumers’ rights bodies and other institutions and

services ............................................................................................................................................. 13

5. Support for an independent consumer organisation ......................................................................... 14

6. Consumers’ rights and protection in Estonia .................................................................................... 15

7. Consumer problems in Estonia ......................................................................................................... 16

Occurrence of problems ................................................................................................................... 16 Problem solving ................................................................................................................................ 17 Unfair advertising ............................................................................................................................. 18


page 4

Introduction

This document summarises the results of a second wave of three surveys relating to a major

information campaign on consumers’ rights in Estonia, which itself consists of three waves. The aim

of the three surveys is to track trends in public opinion and to measure the effects of the campaign on

the target group: residents in Estonia aged from 21 to 45.

At the time when this Eurobarometer survey was carried out, two waves of the campaign had already

been conducted. The first wave was launched at the beginning of November 2008 and lasted until mid-

December 2008 and the second wave was conducted throughout February 2009. The third wave was

launched in mid-April 2009 and will continue until mid-May 2009. The information campaign

includes TV spots, print ads in newspapers, web ads and Public Relations (PR) activities, featuring

Kalevipoeg, a giant hero from Estonian folklore.

Respondents were asked about:

their awareness of the information campaign

their assessment of the campaign’s value

any problems they had experienced when purchasing products or services

the sources they used in order to be better informed about consumers’ rights

their awareness of organisations that provide information and assistance on consumers’ rights

their assessment of such organisations.

In order to track changes in Estonian public opinion, the results of the current wave have been

compared (where the same question was asked in both surveys) to those of the first wave that was

conducted in July 2008. Besides the overall findings for the 21 to 45 year-old respondents in Estonia,

the summary also includes differences between the younger (21-35) and older respondents (36-45).

The fieldwork of the second wave of the survey took place between 7 and 11 March 2009. 1,004

randomly selected citizens aged between 21 and 45 were interviewed in Estonia. The interviews were

carried out by telephone, and supplemented by face-to-face interviews. To correct for sampling

disparities, a post-stratification weighting of the results was implemented based on important socio-

demographic variables.


page 5

1. The information campaign

Campaign awareness

Slightly more than half of the survey participants said they had seen or heard messages about

consumer rights in the weeks prior to the survey (53%). The 36-45 year-olds were more aware of

the campaign than the younger group.

EE

Awareness of messages over the past weeks about consumer rights, %

Q1a Have you over the past weeks seen/heard messages about consumer rights?Base: all respondents

Yes, 53

No, 47

DK/ NA, 1

Total sample

Yes, 49No, 51

Yes, 58

No, 40

DK/NA, 2

21-35 years old 36-45 years old

Nearly half of respondents who remembered the messages on consumer rights could cite the

exact slogan: “Know your consumer rights!” (48%). Approximately a quarter (23%) remembered

that the messages were about consumer rights in general, roughly 1 in 10 respondents thought that they

were about consumers’ rights when returning faulty goods (11%) and 1 in 20 remembered messages

about consumer rights in the EU.

exact slogan: “Know your consumer rights!”

about consumer rights – in general

about consumer rights regarding returning faulty goods

about consumer rights in EU

about returning faulty goods internet shopping - not mentioned consumer right

about consumer rights regarding internet shopping

about internet shopping - not mentioned consumer rights

about people not knowing their right as consumer in EE

about consumer rights regarding holiday packages

about holiday packages - not mentioned consumer right

other

DK/NA

EE

The messages the respondents have seen/heard, % of mentions

Q1a_a. Can you please tell me what this/these message/s was/were?Base: who have seen/heard over the past weeks messages about consumer rights

Total sample By age characteristics

48

23

11

5

4

4

3

1

0

0

7

14

51

20

11

6

4

4

3

2

0

0

7

14

43

28

11

5

5

4

3

1

1

1

7

13

21

21-35 years old

36-45 years old

Eleven percent thought the main messages had been linked to Internet shopping in some way –

regardless of whether they remembered that the ads had mentioned consumer rights or not. Fourteen

percent could not – or would not - name any of the ads’ messages.


page 6

The 21 to 35 year-olds were more likely to remember and cite the main slogan, while the 36 to 45

year-olds were more liable to remember that it was about consumer rights in general.

If we extrapolate those results to the total

sample of respondents, we can see that the

campaign slogan was familiar to more than 6

in 10 respondents (63%); passive knowledge

was more pronounced than active (38% when

prompted vs. 25% unprompted knowledge).

Those 37% of respondents who were not

familiar with the message “Know your

consumer rights!” (neither prompted nor

unprompted) were further asked whether they

remembered advertisements, messages or

information about consumer rights regarding the

return of faulty goods, holiday packages or

Internet shopping. Eight in 10 of those

respondents did not remember, and 17%

recalled hearing this kind of information. The

36 to 45 year-olds were slightly more likely to be aware of the message than the 21-35 year-olds.1

As a next step, those survey participants who said they had seen or heard, over the past week, ads or

news articles regarding the return of faulty goods, misleading holiday packages or rights when Internet

shopping were asked whether they were aware of the messages that were broadcast with the assistance

of Kalevipoeg2. It has to be noted that those were only very few respondents (64), and results therefore

have to be handled with care. A majority of them - 43 respondents (66%) -said they were aware that

the folk hero figured in the messages, while 19 (30%) did not remember.

If we combine the answers to the questions about whether respondents had seen or heard messages

about consumers’ rights in general (Q1a), had seen or heard the slogan (Q1b) or specific messages

about consumers’ rights regarding the return of faulty goods, problems with holiday packages or when

Internet shopping (Q1c), we see that three-quarters of Estonian respondents were familiar with at

least one specific message of the information campaign on consumer rights.

EE

Awareness of any kind of messages (about the consumer rights, about the slogan ‘Know your consumer rights!’, about bank loans, holiday packages, internet shopping) %

Q1a Have you over the past weeks seen/heard messages about consumer rights? /Q1b. Have you over the past weeks seen/heard advertisements/news articles saying that „Know your consumer rights!„? /Q1c. Have you over the past weeks

seen/heard advertisement, messages, information about consumer rights regarding returning faulty goods, holiday packages or internet shopping?

Base: total sample

Awareness

of any message, 75

Other answ.

25

Total sample 21-35 years old 36-45 years old

Awareness

of any message, 73

Other answ.

27

Awareness

of any message, 77

Other answ.

23

1 Please note that campaign spots about problems relating to problems with holiday packages had not been aired at the time that the

Eurobarometer survey was conducted. 2 A giant hero from Estonian folklore who was used in the campaign.

EE

25

25

25

38

38

37

Total sample

21-35 years old

36-45 years old

Unpromted awareness Prompted awareness

Awareness of the message: ‘Know your consumer rights!’, %

Q1a_a_01. Can you please tell me what this/these message/s was/were? - The exact slogan is mentioned

”Know your consumer rights!” – message with KalevipoegQ1b. Have you over the past weeks seen/heard

advertisements/news articles saying that „Know yourconsumer rights'

Base: total sample


page 7

Media channels

TV spots were the part of the campaign that had the most impact. Indeed, those respondents who

were familiar with the campaign3far more frequently cited the TV as a source of information (75%),

followed by the media (newspapers/magazines) and the Internet (both 13%). The 21 to 35 year-olds

were more likely to remember TV spots and the Internet campaign, while the 36 to 45 year-olds more

frequently recalled messages from the print media and radio.

78

10

14

4

2

0

2

8

70

18

11

9

1

1

1

12

TV

newspaper/magazine

internet

radio

brochure/leaflet

family, friends, colleagues

other

DK/NA

EE

The channels of messages about the consumer rights, % of mentions

Q2. Where did you see/hear this/these messages about consumer rights? Base: who are aware of any kind of advertisement

Total By age characteristics

75

13

13

7

2

1

2

9

TV

newspaper/magazine

internet

radio

brochure/leaflet

family, friends, colleagues

other

DK/NA21

21-35 years old

36-45 years old

Evaluation of the information campaign

Most respondents who were aware of any kind of messages about consumer rights gave a

positive overall assessment of the campaign. Indeed, more than 8 in 10 respondents thought that the

messages were useful (83%), while 6% didn’t see any use in the campaign. About one in six (16%),

however, thought the campaign was very useful.

EE

Usefulness of the information received through the information campaign, %

Q3A. Did you find the information you have received through these messages/this information campaign ... Base: who are aware of any kind of advertisement

16

67

51

11

Total 21-35 years old 36-45 years old

Very useful Useful Not useful Not useful at all DK/NA

16

68

50

1015

66

62

12

3 This is the aforementioned combined amount of respondents who were aware of any kind of message

throughout questions 1a to 1c, i.e. 75% of the total survey participants.


page 8

Asked more specifically about some virtues of the campaign’s messages, a large majority of

Estonians responded positively. Nearly 8 in 10 of those aware of the campaign thought that the

messages were easy to understand (78%); two-thirds thought they were easy to remember and roughly

7 in 10 considered them to be convincing (69%).

The younger age group gave a more positive judgment of the messages on all counts. For example,

approximately 8 in 10 (82%) of the 21 to 35 year-olds thought that the messages were easy to

understand, while around 7 in 10 of the 36 to 45 year-olds agreed (72%).

EE

72

70

63

11

11

13

easy to understand

easy to remember

convincing

82

79

73

6

10

13

easy to understand

easy to remember

convincing

Evaluation of the messages about the consumer rights, % of mentions

Q3. Did you find the information about your rights as a consumer of returning faulty goods, holiday packages and internet shopping, provided through the campaign on consumer rights ….

Base: who are aware of any kind of advertisement

Total

78

75

69

8

10

13

easy to understand

easy to remember

convincing

Agree Disagree


2. Learning about consumers’ rights

As in the previous wave of the survey, Estonian residents were presented with a list of typical

situations (in everyday life) and asked: a) to what extent they felt informed about their rights as

consumers in such situations and b) whether they would like to have more information about their

rights as consumers in such circumstances.

EE

27

32

23

31

19

16

11

12

12

11

11

16

11

14

62

53

47

45

47

38

46

41

43

40

40

42

37

37

9

11

24

17

26

24

35

27

37

30

40

27

38

27

1

3

1

2

2

7

2

6

2

5

2

4

4

9

1

2

5

6

7

15

6

14

6

13

8

12

10

14

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

Know rights well enough and would not like to know more Know some of the rights, but would like to know more

Don't know rights and would like to know more Don't know rights, but don't want to know more

DK/NA

when an electronic or household device you just bought does not work properly

when you have a problem with your phone bill

when you don't like what you ordered via internet/teleshopping

when your package holiday is different from what the brochure promised

when your flight is delayed or cancelled

the payments on the credit you took include unexpected additional fees and

charges

when you came across a misleading advertising

Awareness of and interest in consumer rights, %

Q5. For the following situations, please tell me if you know your rights as a consumer and/if you would be interested to learn more about your rights

Base: all respondents


page 9

Perceived level of knowledge

The chart above shows that, depending on the situation, between 48% and 89% of respondents thought

they had, at least, a basic knowledge about their rights as consumers. Respondents felt most informed

in regard to the purchase of an electronic household device that does not work properly (89%). They

had the least knowledge about their rights when they saw a misleading advertisement: more than 4 in

10 felt uninformed about the rights in this situation (42%).

When comparing the self-assessed knowledge levels of respondents with those of the previous wave,

we can see that in most situations, Estonians are less sure about their rights as consumers in 2009

compared to 2008. Indeed, the share of respondents who felt sufficiently informed that they did not

need further information about their rights decreased in most of the situations described.

Interest in learning more about consumer rights

If we focus on those respondents who would like to know more about their rights when purchasing

certain goods and services we see that a large majority were eager to receive more information

about their consumer rights in all of the tested situations. Between 12% (regarding misleading

holiday package descriptions) and 28% of respondents (regarding electronic devices that do not work

properly) said they had no need for more information about their rights as consumers, most of them

because they felt sufficiently well informed.

Most respondents who wanted to know more about their consumer rights already have a basic

knowledge of such rights. In particular, in regard to newly-purchased household devices that do not

work properly, respondents felt informed but eager to learn more about their rights (62%). The highest

number of respondents who did not know about their consumers’ rights and who would like to know

more was found in relation to credit/loan repayments that have additional charges (40%).

The amount of interest in acquiring more information about consumer rights has clearly

increased over the past months. Indeed, for all of the situations cited in the survey, more respondents

voiced their interest in knowing more about their rights in the current wave compared to the previous

one.

EE

46

41

43

40

40

42

37

37

47

38

62

53

47

45

35

27

37

30

40

27

38

27

26

24

9

11

24

17

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

Know some of the rights Don't know rights

when an electronic or household device you just bought does not work properly

when you have a problem with your phone bill

when you don't like what you ordered via internet/teleshopping

when your package holiday is different from what the brochure promised

when your flight is delayed or cancelled

the payments on the credit you took include unexpected additional fees and

charges

when you came across a misleading advertising

Interest in learning more about consumer rights, %

Q5. For the following situations, please tell me if you know your rights as a consumer and/if you would be interested to learn more about your rights



page 10

3. Information sources about consumers’ rights

Methods of seeking information about consumers’ rights

Browsing the Internet is clearly the most popular way for Estonians to get information about

their rights as consumers. Indeed, 8 in 10 respondents named that source when asked to identify one

or more ways in which they would search for information in case they needed advice concerning

consumers’ rights. Approximately one in five respondents would make telephone calls or ask friends

and relatives (both 22%). Slightly more than 1 in 10 would visit an office specialised in advice on

consumer rights (12%). The 21 to 35 year-olds cited the Internet more often than the 36 to 45 year-

olds (85% and 75%, respectively).

EE

75

23

21

13

4

search the internet

making phone calls

ask friends and relatives

visit an information and …

DK/NA

85

21

22

11

3

search the internet

making phone calls

ask friends and relatives

visit an information and …

DK/NA

Information sources about consumer rights,% of mentions

Q6a. How would you look for information and advice about your consumer rights?Base: all respondents

Total sample

81

22

22

12

4

Search the internet

Making phone calls

Ask friends and relatives

Visit an information and advice office

DK/NA


Information or advice in case of problems

Most respondents would either turn directly to the shopkeeper or service provider they bought the

goods or service (32%) or call the Estonian Consumer Protection Board hotline 6 201 707 (30%)

when they had a problem with a product, service or seller. Despite more readiness among 21 to 35

year-olds to use the Internet, no important differences were observed between the two age groups.

EE

Asking advice in case of problem with a product, a service or a seller, % of mentions

Q6. Where would you go for information or advice about your consumer rights if you have a problem with a product, a service or a seller?


Shopkeepers, sellers, service providers

Dial phone number 6201 707

Search the Internet

Government, Ministry, Public Authority

Website www.consumer.ee

Non-governmental consumer association

Friends and relatives

The European Consumer Centre

Lawyers

Other

DK/NA

Total sample 36-45 years old21-35 years old

32

30

8

6

3

3

2

2

1

3

8

35

37

2

0

5

5

1

1

5

7

31

31

12

5

3

2

2

2

1

3

7

36

34

9

0

3

6

1

2

4

4

32

30

11

6

3

3

2

2

1

3

8

36

35

6

0

4

6

1

2

5

6

03/2009 07/2008


page 11

Compared to the previous wave in 2008, respondents were less apt to turn directly to the seller of the

goods or service provider, to call the help line or to ask their social network for advice. They were,

however, more likely to mention the use of the Internet or public authorities. The readiness to use the

Internet in order to get further advice increased particularly among 36-45 year-olds.

4. Consumers’ rights institutions, organisations and associations

Awareness of consumers’ rights bodies

The Consumer Protection Board was by far the best-known body in the field of consumer

protection in Estonia. Indeed, nearly all respondents knew about the board (prompted and

unprompted awareness combined: 96%), and more than 7 in 10 respondents cited that body

spontaneously (72%). It was followed in terms of awareness by the Estonian Consumers Union,

which was familiar to nearly three-quarters of respondents (73%). However, respondents had rather a

passive knowledge of this body: 1 in 10 could name the Union spontaneously while nearly two-thirds

only recognised the name after being prompted (64%). The Estonian consumers’ website

www.consumer.ee was familiar to 43% of respondents; but here also, the prompted awareness was

much higher than the unprompted figure (36% vs. 7%).

The 36 to 45 year-olds were more frequently able to name the Consumer Protection Board

spontaneously compared to the 21 to 35 year-olds when asked which consumer protection bodies they

knew about (75% vs. 69%); overall familiarity with the board was about the same (97% vs. 95%).

More of the younger respondents could recognise the website www.consumer.ee when its name was

read out to them (40% vs. 31%).

EE

Consumer Protection Board

Estonian Consumers Union

Webiste www.consumer.ee

The European Consumer Centre in Estonia

Consumer Protection Advisory Centre of Tallinn

Tartu Consumer Protection and Advisory Centre

Association of Consumers' Protection Ugandi

Parnumaa Consumer Protection Association

Saaremaa Consumer Protection Association

Awareness of institutions and organisations/associations dealing with protection of consumers’ rights , % of mention

Q7. What institutions and organizations/associations dealing with protection of consumers‟ rights do you know? (unprompted) / Q8. Have you ever heard of ... (prompted):


72

78

9

24

7

1

7

1

5

1

3

1

2

0

2

0

1

24

18

64

39

36

23

14

18

20

10

8

9

6

6

6

5

4

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008


69

78

10

25

7

1

7

0

5

0

4

0

2

0

1

0

0

26

18

64

38

40

22

14

18

19

10

7

8

6

7

6

6

4

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

7579

8

21

7

18

15

13

12

03

11

2218

64

39

31

2513

1821

108

117

65

44

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

Unprompted Prompted

.

http://www.consumer.ee/



page 12

Participants in the current wave of the survey were less familiar with the different consumer protection

organisations than those in the 2008 wave.4 The two age groups did not differ importantly concerning

the evolution of the familiarity with Consumer protection bodies in Estonia

Usage of information or help from consumers’ rights bodies

About one in five (19%) of those respondents who were familiar with at least one of Estonia’s

consumers’ rights organisations had contacted that one - or another organisation - for information

or help on consumers’ rights; about 8 in 10 had not (81%). The share of those who have had contact

with an organisation has slightly increased since the past wave (+3 percentage points).

EE

Asking for information or help, %

Q9A. Did you ever ask this or any of these organizations for information or help? Base: those who know or heard of any organizations/associations

19

16

81

83

03/2009

07/2008

Total

81

82

19

17

03/2009

07/2008

19

15

81

84

03/2009

07/2008


YesNo

The Consumer Protection Board was, by far, the most frequently contacted organisation. Indeed, it was

mentioned by more than 7 in 10 respondents (72%), whereas the other organisations, such as the Tartu

Consumer Protection and Advisory Centre, were contacted by 4% or less of those familiar with such

organisations and who had who contacted one of them. About 1 in 12 respondents (8%) mentioned

bodies that were not listed in the survey.

There were some differences between the older and younger age groups. For example, the 36 – 45

year-olds had more often used the services of the Consumer Protection Board (74% vs. 70%).

EE

Asking an organization for information or help, %

Q9B. Which one? Base: those who asked any organizations/associations for information or help

Consumer Protection Board

Tartu consumer Protection and Advisory Centre

Pärnumaa Consumer Protection Association

Consumer Protection Advisory Centre of Tallinn


Saaremaa Consumer Protection Association

Estonian Consumers Union

The European Consumer Centre in Estonia

Association of Consumers' Protection Ugandi

Other


74

2

2

2

1

4

2

3

2

7

70

6

5

5

5

0

1

0

0

9

72

4

4

4

3

2

1

1

1

8

4 Depite respondents not being asked about the website www.consumer.ee in July 2008.



page 13

Seven in 10 Estonians who had used information or advice that had been provided by a

consumer protection organisation were satisfied with the service (71%). Nearly 4 in 10 were very

satisfied (38%) while about 3 in 10 were not satisfied (29%).

Satisfaction among consumer protection organisations clients has decreased over the past

months. Indeed, compared to the wave carried out in July 2008, the number of satisfied respondents

has decreased from 83% to 71% and the number dissatisfied has increased from 16% to 29%.

However, the number of very satisfied clients has remained constant.

EE

Satisfaction with the outcome, %

Q9C(2009)/Q9B(2008). If yes, how satisfied were you with the outcome? Base: those who asked any organizations/associations for information or help

38

39

33

44

18

9

11

7

03/2009

07/2008

Total 21-35 years old 36-45 years old

35

45

34

39

21

9

10

7

03/2009

07/2008

42

31

32

51

14

10

12

8

03/2009

07/2008

03/20…Very satisfied Rather satisfied Rather dissatisfied Dissatisfied DK/NA

The 36-45 year-olds were somewhat more satisfied than the 21-35 year-olds with the service that they

had requested. While overall satisfaction with services has decreased in both age categories, the share

of very satisfied consumers has increased among the older participants but decreased among the

younger ones.

Trust in the information provided by consumers’ rights bodies and other

institutions and services

Respondents had most confidence in the information provided by the hotline of the Estonian

Consumer Protection Board (6 201 707). Indeed, a majority of respondents considered this hotline to

be trustworthy (56%), and 42% felt that it is the most trusted institution. The next most trusted

providers of information – with around one in five participants being confident in their service - were

the Estonian consumers’ website (www.consumer.ee), friends and relatives and lawyers. As for

participants who didn’t know which institution they trusted the most, or second most, 10% and 30%,

respectively, gave such a response.

The trust in the information provided by shopkeepers and service providers, friends and

relatives, non-governmental consumer associations and the EU contact points has decreased over

the past months. In addition, the share of “don’t know” answers and “no responses” has increased

from 15% to 40% for both mentions.

The 21 to 35 year-olds found the information provided by the Estonian consumer website

(http://www.consumer.ee/), by friends and relatives, and by lawyers to be more trustworthy than the 36

to 45 year-olds did; the older participants, however, were more confident in shopkeepers, sellers or

service providers, and non-governmental consumer organisations.




page 14

EE

The most trusted institutions, organisations and services, %

Q10. Who would you trust most to give you correct information and advice on your consumer rights, firstly? And than secondly?


Phone number 6201 707


Friends and relatives

Lawyers

Shopkeepers, sellers or service providers

A non-governmental consumer association

The EU contact points

The Government

Other

DK/NA


most trusted second most trusted

4239

9

913

99

617

710

12

22

53

105

1424

13

1116

1012

714

48

410

22

64

3010

03/2009

07/2008

03/200907/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

4339

11

1013

1010

416

511

12

22

43

113

1426

13

1115

1214

712

57

39

23

54

2810

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

4240

7

713

77

919

109

11

22

53

106

1421

13

1017

910

615

310

411

11

85

3310

03/2009

07/2008

03/2009

07/2008

03/200907/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

5. Support for an independent consumer organisation

Survey participants were presented with three different ways in which they could financially support

an independent consumer organisation and asked, for each option, whether they were ready to offer

that support or not. Slightly more than half of the respondents were ready to offer at least one of

the suggested possibilities (53%) and one in 10 said they were ready to support the organisation

by any of the proposed means.5

Four in 10 respondents would welcome part of their taxes going to such an organisation instead of to

the government. One-third of respondents would support the organisation by making an income tax-

deductible donation, while a direct payment via an annual membership fee of 200 Estonian kroons

(18%) was the least popular means of support.

EE

Paying an annual membership fee of 200 EEK

Giving this association a donation which you can deduct from your income taxes

Giving this association a percentage of your taxes instead of paying them to the

Government

Support for an independent consumer organisation, % yes

Q11_A/B/C. Would you be willing to support an independent consumer organisation by…?Base: all respondents

40

30

33

22

18

7

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008


42

31

32

22

17

7

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

38

29

35

20

20

7

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

5 The support suggestions were: “Giving the association a percentage of your taxes instead of paying them to the government”, “Giving the

association a donation which you can deduct from your income taxes” and “Paying an annual membership fee of 200 EEK”. Fifty three

percent of respondents answered at least one of the questions with "yes”, and 10% answered each of the questions with yes.


page 15

Compared to the previous wave, the readiness to pay for such an organisation has increased:

10%-11% more respondents were now ready to financially support such an organisation. The 21 to 35

year-olds were more likely to prefer that a percentage of their taxes went to the organisation instead of

to the government, while members of the older age group were slightly more likely to prefer to give a

donation deductible from income tax or an annual membership fee.

6. Consumers’ rights and protection in Estonia

Thirty-eight percent of respondents felt that Estonian consumers were less protected than other EU

citizens and 37% believed that they enjoyed the same level of consumer protection as residents of

other EU Member States; 2% had the impression that Estonian consumers were better protected

than those in other EU Member States. About a quarter did not know how to assess the protection level

in Estonia in comparison to other EU countries (23%).

EE

Total sample

2

3

37

33

38

47

23

17

03/2009

07/2008


Consumer rights compared to other EU countries, %

Q12(2009)/Q14(2008). Compared to other EU countries, do you think consumers in Estonia have the same, less or more consumer rights and protection?


More Same Less DK/NA

1

3

43

37

33

45

22

15

03/2009

07/2008

2

3

29

27

44

50

26

19

03/2009

07/2008

The survey results indicate that Estonians feel that the level of consumer protection in their

country is rising. While in 2008, nearly half of the respondents said that they felt less protected as

consumers than their European counterparts (47%), that share shrank to 38% in 2009. The 36-45 year-

olds were more critical than the 21 to 35 year-olds about the level of consumer protection (44% and

33%, respectively, feeling that rights in Estonia are less than in other Member States).

Nearly half of the respondents felt that Estonian shopkeepers and service providers respected

consumer rights less than their counterparts in other EU Member states (48%). Approximately 3

in 10 respondents (28%) thought that they showed the same amount of respect as their colleagues in

other EU countries and a handful thought they showed more respect (6%).

Over the past months, the share of those who felt that the sellers of goods and services respected the

rights of the consumers better in Estonia than in other EU countries has slightly increased while the

number of those who thought that they showed an equal level of respect compared to other EU

Member States has decreased.

EE

Total sample

6

2

28

33

48

48

19

18

03/2009

07/2008


Respecting consumer rights compared to other EU countries, %

Q13(2009)/Q15(2008). Compared to other EU countries, do you think sellers and service providers in Estonia respect consumer rights and protection rules equally, better or worse?


5

1

30

33

51

49

14

17

03/2009

07/2008

6

3

25

32

44

47

25

19

03/2009

07/2008

Better Equally Worse DK/NA


page 16

Half of the younger respondents (51%) thought Estonian shopkeepers and service providers were

respecting consumer rights less than their European counterparts, compared to 44% of the older ones.

The 36-45 year-olds were also less likely to judge them as being as respectful towards their clients’

rights as their counterparts in the rest of Europe (25% vs. 30% of the younger group). In 2009, roughly

a quarter of the older group could not – or would not – answer the question.

A total of 45% of respondents thought that the Estonians justice system was not efficient in

punishing businesses that misled or cheated their customers, while a quarter of respondents

thought it was. Roughly 3 in 10 respondents (31%) did not know how to judge the efficiency of the

Estonian legal system or gave no answer.

The belief in the effectiveness of legal punishment to fight consumer fraud in Estonia has slightly

decreased compared to the first wave of the survey (2008).

EE

Total sample

25

28

45

41

31

31

03/2009

07/2008


Efficiency of legal retaliation for cheating or misleading consumers, %

Q14(2009)/Q16(2008). In general, would you say that the Estonian justice system is efficient in punishing businesses that mislead or cheat consumers?


26

29

45

42

28

30

03/2009

07/2008

22

27

44

39

34

33

03/2009

07/2008

Yes (efficient) No (not efficient) DK/NA

7. Consumer problems in Estonia

Occurrence of problems

Approximately 3 in 10 Estonians reported that they had had a problem when buying goods

and/or services at least once over the past months (28%).6 As in the previous wave of the survey

(carried out in July 2008), most problems were reported in the telephone and/or mobile telephone

company sector (14%), followed by those linked to shops selling household or electronic devices

(8%). Comparisons to the previous wave are somewhat limited as respondents in 2008 were asked

whether they had experienced problems over the past two years, while the reference timeframe was

only the past months in the 2009 survey. Accordingly, respondents reported fewer - or approximately

the same number of - problems in 2009 compared to 2008.

Looking at the two age groups, and their responses in 2008 and 2009, we see that the 36 to 45 year-

olds complained less about the (mobile) telephone company sector in 2009 than in 2008 (12% vs.

18%). They were more likely, though, to have reported problems with banks and other credit providers

(6% vs. 4% in 2008), while results remained about the same for the younger age group.

6 They named at least one of the listed problems.


page 17

EE

Telephone and/or mobile phone companies

Shops selling household or electronic devices

Banks or other credit providers

Buying on the internet or via teleshopping

Airlines or charter flight companies

Tour operators / Travel agencies

Having problems with... , % of yes

Q15(2009)/ Q2(2008). Have you over the past months/past two years had any problems with ...Base: all respondents

14

17

8

13

6

5

4

5

3

4

3

4

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008


15

16

8

14

6

7

4

7

4

5

3

4

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

12

18

7

11

6

4

3

4

2

4

3

5

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

03/2009

07/2008

Problem solving

Most of those people who had experienced problems said they complained directly to the seller

or service provider (60%), while 8% sought information on their consumer rights and 5% asked for

help from governmental consumer authorities. A few respondents asked a non-governmental consumer

organisation, consulted their social network (friends and family) for help or filed an official complaint

(all 2%) or consulted a lawyer (1%).

EE

I complain to the seller or service provider

I seek information about my rights

I ask help from a government consumer authority

I ask help from a non-governmental consumer association

I ask advice from friends and/or family

I file an official complaint (court, authorities)

I consult a lawyer

Other

Nothing

DK/NA

Consumer actions after experiencing problems

Q16(2009)/Q3(2008). If yes, what did you do when this happened to you?% mentioned, base: who had any problem over the past three years

60

8

5

2

2

2

1

9

17

3

53

17

13

1

13

3

3

13

8

1


58

9

4

3

3

2

1

8

18

4

54

17

13

1

15

2

2

13

8

2

62

7

7

1

1

2

0

10

15

3

51

18

12

1

11

4

3

13

9

1

03/2009 07/2008

The share of respondents who had complained directly to the seller or provider of the goods or

service has increased over the past year, while the numbers searching for information on consumer

rights, requesting help from a public consumer organisation and asking for advice from friends and/or


page 18

family has dropped considerably. The number of respondents who took no action increased from 8%

to 17 %.

The 36 to 45 year-olds complained to the sellers or service providers directly and asked for help from a

public consumer authority on a slightly more frequent basis; the younger group, however, more

frequently sought information on their rights or requested the help from non-governmental consumer

organisations. They were also somewhat more likely to do nothing.

Unfair advertising

One in 10 respondents complained about having been a victim of a misleading advertisement or

unfair commercial practice in the past months (88%). Responses in the two age groups did not

differ significantly in that respect.

The same limitations concerning comparisons between the 2008 and 2009 are just as applicable here

as in the first section of this chapter. In the previous wave, twice as many respondents said they

were a victim of misleading advertising or an unfair commercial practice (20%), but the

timeframe was also longer than in the current wave (i.e. the past two years instead of the past months).

EE

Total sample

10

20

88

77

2

4

03/2009

07/2008


Being a victim of a misleading advertising or an unfair commercial practice, %

Q17(2009)/Q4(2008). Have you over the past months/past two years been victim of a misleading advertising or a commercial practice that you considered to be unfair?


11

20

88

76

2

5

03/2009

07/2008

9

19

88

79

3

3

03/2009

07/2008

Yes No DK/NA

publication: wave 2 june 2008 fieldwork: june 2008 summary...

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