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Blue Collar Owners consist of families, generally aged
between 20 and 34. These households contain a mixture of
married and defacto couples, along with the occasional
solo parent family. They are found in a mixture of locations,
though predominantly in smaller rural townships. Home
values are low and there is a mixture of government
owned, privately rented and mortgaged houses.
Tertiary qualifications are not common within this group,
and the average household income, at $35,000, is below
average. Common occupations include agriculture &
fisheries, trades, and manual jobs. Unemployment is high.
Unlike other younger MOSAIC Groups, Blue Collar Owners
are not interested in fashion, or in exercise such as
aerobics and running. However, tough team sports such
as rugby and rugby league are popular.
Blue Collar Owners enjoy entering competitions and
using coupons. They will go out of their way to find a
bargain to help stretch their incomes further. However,
one luxury is beer, particularly New Zealand beers, which
are often consumed with mates. Wine is less popular
compared to other consumers. These people also enjoy
fast food.
Blue Collar Owners are sceptical about issues such as
globalisation, believing they have yet so see any benefits
from the so-called, "global community". They are
particularly wary of genetically modified food. Technology
is seemingly not as appealing or important to them and
as such, internet usage is below average.
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