38 Establishing Multicultural Family

Outerlying multicultural suburbs of Sydney & Melbourne.

Tend towards: Lower SES family households. Mature children living at home, as well as infants. Extended families. Speak South Asian, European, Filipino, Arabic, Persian & Dari languages. Many with both parents born overseas. Qualifications in management & commerce. Work in manufacturing. Larger dwellings being purchased. Large outstanding loan balances, debt service ratios & a higher likelihood of financial distress. Purchase fuel & baby products and spend on public transport. Mainly from Sydney & Melbourne. Purchases tend to be driven by latest, most popular and recommended by family & friends.

LIFECYCLE STAGE


    • Living at
      Home

    • Young
      Independents

    • Young
      Families
    Generation Y

    • Middle Aged
      Families
    Generation X

    • Mature
      Families

    • Mature
      Independents
    Baby Boomers

    • Early
      Seniors

    • Late
      Seniors
    Builders

PERSONAL VALUES & BUYING DRIVERS

PERSONAL VALUES

BUYING DRIVERS

PROFILING DATA FROM NIELSEN CMV+

ATTITUDES

LIFESTYLE

Source: Nielsen Australian Consumer and Media View Shopper+ Database, CMV Survey 5 Homescan Period 7 2015 (data ending June 2015, Main Grocery Buyers 18+). Learn more about CMV+
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HOUSEHOLD ECONOMICS

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HOUSEHOLD EXPENDITURE

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NUMBER IN AUST HOUSEHOLDS : 72,685
% OF HOUSEHOLDS : 0.86%
HOUSEHOLD INCOME : $ 79,915

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

Significant NESB Groups:
Indo Aryan Languages: 11.5%

SUBURBS

Sydney: Prestons, Hinchinbrook Melbourne: Hampton Park, Lynbrook

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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