Conventional Family Life refers to the pattern of responses most often provided by respondents who represent the core of ‘middle Australia’, with values centred around the significant events in their personal and family lives. They tend to be people seeking greater financial security, struggling to improve their basic living standards and give their families better opportunities than they had in their own childhood.
Within the Conventional Family Life segment exists the great Australian dream of owning your own home in the suburbs and driving a good solid car. This comes with the worry of a mortgage, playing it safe at work so you don’t risk losing your job, worrying about the safety of the children, being the family taxi service and ferrying the kids to and from sports, other after school activities, and their friends’ houses. Good, solid and reliable products are important with Conventional Family Life.
Generally seeking value for money in their purchases, they select a mixture of branded and generic, or store brands for everyday use.
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network 1997.
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