| Opinions | |
|---|---|
| Business / Economics | Can connect to local issues, no opinion/view on global relations |
| Politics / Future | Can connect to local issues, no opinion/view on global relations |
| Themselves | Are happy to enjoy life more than older family generations and feel committed to share everything with the financial more tight family generation |
| Social Issues / Culture | Group Decision-making, the individual is yet struggling to get through |
| Activities | |
|---|---|
| Work | Group Decision-making, the individual is yet struggling to get through |
| Hobbies | Exploring with the world wide web, enjoying with a focused view social media |
| Social Events | Community focused |
| Vacation | National, cost conscious |
| Entertainment | Cost conscious going-out and rewarding oneself for the hard work: local movie theatre, cheaper dinning-outs |
| Club Membership | Family based, if available |
| Community | Strong Family included social network |
| Shopping | Cheap by cost but looking trendy clothing, trusted products that are cheap and fulfill their purpose |
| Sports | Maximum in public spaces, preferred in group activities |
| Mobility | Public transport, perhaps a two wheeler |
| Interests | |
|---|---|
| Home | Keeping it in order means to possess rather brand unconscious functional items |
| Job | Change and Continuity – trying to steer proactive |
| Community | Source of friends, relation-ships, with people known since a long time |
| Recreation | Public spaces |
| Healthcare typology | The Carefree: Average and above education and income, Low consciousness on health risks, No interest for preventive health care (no gym, no yoga) |
| Fashion | Interested in western oriented modern looks, able to buy cheaper items (sometimes copies) |
| Food | Yet not able to maintain a continuous exposure to various cuisines, well-planned expenditure on special meals / food items |
| Media | Daily mass media, not very challenging |
| Achievements | So far so good, looking out for more, trying to push, yet feeling at times bound (family, traditions, etc.) |
| Opinions | |
|---|---|
| Business / Economics | No distinct opinion |
| Politics / Future | No distinct opinion |
| Themselves | Hoping to maintain the standard |
| Social Issues / Culture | Rules to be followed |
| Activities | |
|---|---|
| Work | Worker job, many times undergraduate just-about-office jobber. |
| Hobbies | Spending as much as they can, sometimes more than reasonably could, on easy going-out (cafés, cinemas etc.) |
| Social Events | Discount events, events within the community |
| Vacation | Public transport travel oriented low budget stays |
| Entertainment | Financially obliged to consider mass events; fairs, etc. |
| Club Membership | No culture |
| Community | Almost their boundaries, work-life / personal decision strongly influenced by community and family members |
| Shopping | Once in a while financially able to buy one selves a cheap ‘version’ of the preferred consumer good |
| Sports | Occasionally in public places |
| Mobility | Bikes, Public Transport |
| Interests | |
|---|---|
| Home | Functional for all family members, no special comfort |
| Job | Doing what to be assigned / told, thinking about the own inputs but not comfortable to live them |
| Community | Benchmarks |
| Recreation | Public Spaces |
| Healthcare typology | The Carefree: Average and above education and income, Low consciousness on health risks, No interest for preventive health care (no gym, no yoga) |
| Fashion | More traditional style than western oriented, although conscious about the way of clothing. Once in a while financially able to buy one selves a cheap ‘ version’ of the preferred consumer good |
| Food | National, maximum with peer friends a trying-out low budget multi-cuisine (convenience restaurants) |
| Media | Daily mass media, not very challenging |
| Local newspaper | To be there for all other family members and never leave them |
| Opinions | |
|---|---|
| Business / Economics | Dissatisfaction projected from wish to change own life |
| Politics / Future | Dissatisfaction projected from wish to change own life |
| Themselves | Dissatisfaction projected from wish to change own life |
| Social Issues / Culture | Traditions in low budget execution |
| Activities | |
|---|---|
| Work | Workers, low office positions, one under many |
| Hobbies | No distinct other occupation besides work and family |
| Social Events | Family oriented |
| Vacation | National, Public transport, days rather than weeks |
| Entertainment | Once in awhile cinema theatres / convenience dinning-out |
| Club Membership | No |
| Community | Benchmark |
| Shopping | With an perception of value for money, always low budget oriented |
| Sports | Occasionally in public space |
| Mobility | Public Transport, bikes |
| Interests | |
|---|---|
| Home | Functional, not extras |
| Job | To survive, many want to change their situation, but cannot realize, how |
| Community | Benchmark and Rules |
| Recreation | Public Space |
| Healthcare typology | The Careless: Crossing various education and income groups, Optimal physical constitution, little care about health issues |
| Fashion | Reasonable, functional, not much trendy |
| Food | Quantity more than Quality conscious |
| Media | Local Media |
| Local newspaper | Keeping both feet on the ground |
