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These households contain a mixture of married and defacto couples, along with the occasional single-parent family. They are found in diverse locations, though predominantly in smaller rural townships. House values are low, though owner occupancy is high with a number owned outright.
Tertiary qualifications are not common within the group, and the average household income, at $46,000 is below average. Common occupations include manufacturing and construction, utilities, and trades. Unemployment is just above average.
Although they are influenced by price, Working Fringe only buy products they know and trust, including stores’ own brands or the brands they have grown up with. This reluctance to try new things is highlighted by the fact they are the most likely to buy the same food every week.
Working Fringe frequently enter competitions and use coupons. They will go out of their way to find a bargain to help stretch their incomes further. One luxury is beer, particularly New Zealand brands, which is often consumed with mates. Wine is less popular than with other consumers. These people also enjoy fast food.
Unlike some other Mosaic Groups, Working Fringe are not interested in fashion, or in expensive restaurants which they believe are a waste of money. They do not buy luxuries, though are happy to use interest-free credit when they do purchase items.
Working Fringe are sceptical about issues such as globalisation, believing they have yet to see any benefits from the so-called, “global community”.
New technology is not found particularly interesting or important, and as such, Internet usage is below average.
CategoriesManufacturing ClansMulticultural areas of mainly blue collar employment in urban areas |
Top DistrictsManukau City, Waitakere City, Hamilton City, Lower Hutt City & Christchurch City |
Top SuburbsMangere East, Wainuiomata Central, Ranui, Clover Park, Papatoetoe West, Massey West, Flaxmere, Manurewa Central, Mangere Central & Clendon Park |
| Mortgaged Endeavour Blue collar core, manufacturing and trade families with mortgages |
Christchurch City, Waitakere City, Dunedin City, Lower Hutt City
& New Plymouth District |
Stokes Valley, Wainuiomata Central, New Brighton North, Leamington, Pukekohe Central, Rangiora, Redwood, Totara Park, Pukehangi & Richmond |
| Freehold Fringe Working families that own their home outright, living in towns |
Christchurch City, Tasman District, Dunedin City, Masterton District & Invercargill City | Motueka, Wainuiomata Central, Solway, Richmond, Hoon Hay, Turangi, Feilding South, Matamata, Thames & Levin East |
| Enduring Roots Working families that own their home outright, living in towns |
Christchurch City, Dunedin City, New Plymouth District, Timaru District & Invercargill City | Motueka, Waimataitai, Westport, Hokitika, Avondale, Kingswell, Mosgiel, Temuka, Newfield & Te Aroha |
| Working Families Older trades and labourers in changing low-priced regional areas |
Christchurch City, New Plymouth District, Invercargill City, Hamilton City & Palmerston North City | New Brighton North, Wainuiomata Central, Highbury, Bexley, Tikipunga, Solway, Levin South, Pukekohe Central, Redwoodtown & Oakland |
