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Family Balance are usually middle aged families with
young school aged children, located in the outer suburbs
of provincial cities. These tend to be larger families, and a
high proportion have two or more children.
Housing types are predominantly separate houses in
average condition, with slightly below average property
values due to their location. Home ownership rates are
high, and Family Balance take pride in their homes.
Balancing family and career commitments, they work hard
to support their families in a variety of occupations, from
trades to professional and technical occupations.
Household incomes average just under $46,000.
Shopping is completed after work or on weekends. Their
busy lifestyles demand that they go to shopping centres
with flexible shopping hours. Value for money is a key
factor in the purchase decision process and Family
Balance make a conscious effort to buy New Zealand
made products.
Family Balance are not technically minded or particularly
concerned with fashion, they prefer the familiar and simple
things in life, such as motor sport, hunting and fishing.
While not overly concerned with image, some find
themselves increasingly concerned with health issues,
such as their cholesterol. Increasing numbers are taking up
physical activities such as walking, jogging, and working
out at the gym.
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