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Rural Lifestyle are located in country farming areas and rural
service towns. This group includes a mixture of families and
retired people.
Employment is generally on the farm, however there are lifestyle
Types within this group, such as Suits & Gumboots, that work in
the city while living on lifestyle blocks or 'toy farms'.
They spend a disproportionate amount of time tending the
land, and as most live at work, they understandably find it
difficult to switch off from their jobs. Average household
income is approximately $48,000 per annum.
Rural Lifestyle often shop for basic requirements at a local
store. They like to have traditional meals at home, often eating
meat, and rarely buy frozen or ready prepared meals. New
Zealand beer is popular, and beer is preferred over wine.
Self sufficient, they consider themselves as 'do-it-yourself'
kind of people, and are surprisingly adept at using computers
and other technology. They are light Internet users however, as
the technology is often not practical in remote areas.
Rural Lifestyle don't trust the New Zealand Government,
feeling the agricultural sector is increasingly neglected in
favour of more 'fashionable' industries.
These people enjoy a beer after a hard day and, not surprisingly,
rarely eat at restaurants.
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