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700 Battlers

702 Provincial Families

Mix of ages and family structures. Well below average income, unconfident renters living in regional towns.

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Rural Families

702 Provincial Families

Mix of ages and family structures. Well below average income, unconfident renters living in regional towns.

  • Population45K
  • % of Population1.2%
  • Household Income$61k

Walk With Me

Summary

Provincial Families come in a range of ages, from young single parents to mid-life families to older childless couples; and generally have well below-average incomes. Many are already retired, while those of working age may be employed in community services or recreation and personal services. Though they’re very budget-conscious, they can also be swayed to buy a product because of the label.  Provincial Families are often of Maori ethnicity.

Walk with Me

I’m turning 50 next year — wow, that’s pretty old. But I’m not going to let it stop me from enjoying life as much as possible, because you never know when it could all go pear-shaped. Take tonight: it’s Friday and I’m whacked from the working week (I work as a caretaker at a resort in Paihia), but I’ve invited Wiremu and the boys over to watch the footy at our place. He’s been depressed since Aria did a runner, and as his dad, I’ve gotta look out for him. I can’t believe my son is a single parent at 24. Like I said, you never know what’s in store for you.

Ngaire’s got us a few pre-made pizzas from Pak ‘n Save for dinner, and I picked up a box of Tui on the way home — it was 20% off, so how could I refuse? My mate is joining us – he got laid off a couple of weeks ago, so the distraction will do him good. I like relaxing at home, just watching TV. We don’t go out much these days.

Tomorrow, I’ll head to Mitre 10 to pick up a few bits. Ngaire wants me to paint the window sills in the kitchen. Honestly, a man’s work is never done. At least there’s a sausage sizzle there...

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