Group 9 Farming Heartland
Segment 32: Agricultural Enterprise
The Agricultural Enterprise segment is characterised by hard working and reasonably conservative families with children, usually in primary and secondary school, typically with one partner staying at home to run the household. A relatively well-established segment with above average to high household incomes, they tend to own a number of cars, up to four or more. A substantial level of savings is also characteristic of this segment, with funds held in superannuation, trusts and cash management funds.
Owning some of the most expensive homes and properties in the area, they are typically employed as managers in the agricultural, construction and education industries. This segment is also reasonably well educated with many completing diploma or advanced diploma level qualifications in the areas of agriculture, health, education, architecture, building and engineering. They may own businesses such as turf farms, specialised breeding studs and market gardens.
The need for credit related facilities is low, and this segment presents a low risk to prospective lenders.
A wide range of pastimes appeal to Agricultural Enterprise, whether it is a coffee at a café, or a bite to eat at a pub or takeaway restaurant. A day at the races is also enjoyed, with many betting with a bookmaker. Travel is not common amongst this group - a day trip in the car, a weekend away or trip to an exhibition is more commonly enjoyed.
Agricultural Enterprise families enjoy reading local news and automotive or sports magazines, along with watching a variety of television programs such as rural current affairs programs such as Landline, comedy shows such as Two-and-a-half Men, and sporting programs, predominantly netball, football and AFL. The DMG - Vega Radio Network (Vega 95.3FM, Vega 91.5FM) is the most popular choice with this segment.
With above average access to the Internet, a wide range of purchases are made online. Always on the lookout for a better deal, this segment are avid readers of direct mail across a range of products and services. They are highly likely to read mail from a financial institution or utilities provider that they don’t currently deal with. Telecommunications is the exception, with this segment preferring to only read mail from their current provider.
Newspapers and magazines are an effective medium for communicating to this segment when it comes to home mortgages and financial products. Radio, Yellow Pages and, to a much smaller extent, cinema advertising are also potentially effective.
Examples
Towns & suburbs in this segment
- NSW:
Bungendore, Lismore, Alstonville
- QLD:
Tanawha, Ilkley, Palmwoods
- SA:
Hahndorf, Port Lincoln, Littlehampton
- VIC:
Riddells Creek, Drysdale, Woodend
- WA:
Lower King, Bayonet Head, Little Grove.
Disclaimer: Owing to the nature of segmentation, information provided in a segment descriptions is indicative only. Images are broadly representative of characteristics associated with group descriptions.