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Local Pride contains a mixture of young families, and
older 50-somethings, with a relatively high incidence of
households containing more than one family. These
people are typically found in coastal areas and are proud
of their close-knit local communities.
Houses are generally separate dwellings, of average
quality and below average capital value. However, their
homes are built on above average sized sections, typically
the classic quarter acre section. Homes are generally
mortgaged.
Education levels are among the lowest, and consequently
some struggle to find employment given the small local
job markets. The most common forms of employment
include trades, manual occupations and work in the
primary sector, such as in agriculture and fishing.
Household income levels of $37,000 per annum are below
average, but this doesn't necessarily mean they struggle,
as the cost of living is significantly lower in their
neighbourhoods.
Local Pride live conservatively and are more likely to watch
television at home than hold dinner parties or attend
cultural events. They do not spend extravagantly and
rarely eat at expensive restaurants.
These people tend to buy the same staple items each
week, which they use to create traditional meals at home.
However, they can occasionally be found buying
takeaways such as fish and chips or, increasingly, from
fast food chains.
Local Prides don't welcome change, and are not particularly
interested in technology. As such Internet access and use
is low.
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