Conzoom type B4

Idyllic living

Idyllic living

Idyllic living
Segments
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Comfy cosiness
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Idyllic living

Characteristics of conzoom type B4

Occupational trained hard workers

Middle-aged singles or couples

Live in villas in small towns

Dance, ball games and badminton

Readymade meals and evening school

Traditionalists with average purchasing power

Geodemography

There are roughly as many couples as singles Idyllic living. Over half are between 40 and 59 years old, more than two thirds have no children, and the rest have few children.

Close to half have a vocational education. Some use this education actively in everyday life, as Idyllic living consists of equal parts employees and recipients of public benefits. Among these is a large proportion who are pensioners, while others are undergoing upskilling and further education. Their household income is medium; on the other hand, their wealth is often not so large, as the home equity is quite well utilised. By far the most are in the middle and working class.

They are in the process of reducing the debt in their somewhat older owner-occupied homes. Many stand as classic master-mason villas and even more as sparse - but functional - bungalows. They are traded somewhat below the national average, but if they are renovated and have the right location, the price could be raised considerably, as they have good craftsmanship quality. Common to them is that the garden is large and surely has room for a shady beech in it or at least a beautiful beech hedge. They live predominantly in provincial towns and villages.

The Gallup compas

The model on the right shows where the Conzoom type is positioned in relation to the Gallup Compass.The Gallup Compass is a segmentation tool that, based on value‑ and attitude‑based questions, provides nuanced insight into consumer behavior, values, and lifestyle.You can read more about this in the section below.

Behaviour, lifestyle and attitudes

They live quietly and calmly Idyllic living, where they tend the garden and keep the house, so it looks proper when they occasionally have guests. Dinner is typically a ready meal or classic dish, preferably with pork and rarely with organic ingredients.

Idyllic living are good with their hands at both do-it-yourself and handicrafts. The domestic is a frequent source of activity, and they gladly find inspiration in idenyt, which for many is the most interesting medium in print. One in five does leaf through Søndagsavisen every single week, but all in all, not many subscribe to a newspaper.

A quarter air the bicycle daily, but otherwise Idyllic living prefer to take the car when they need to get around. They have nothing against shopping online, but the groceries are bought in a discount store with the shopping basket on the arm.

Politics does not fill much of Idyllic living's everyday life. They do, however, keep informed about the local area by leafing through the local paper. Most of all they like to immerse themselves in a good book, perhaps the latest from the book club or an e-book.

When they feel they need to be updated on the latest news, they go online - even though they switch on the computer a little less often than average. When they do, they are active on Facebook to the same extent as Danes in general, but the internet is naturally also used for much else.

A holiday in Denmark is easy to manage. But they also go beyond the country's borders, if nothing else then on a day trip, where there may be a little shopping across the border. Otherwise, it is easiest to take a charter holiday by plane, so one can quickly get out of the beech's shade and down into the sun.

Idyllic living are interested in various sports. Ball games are what is practised most, but there is an overrepresentation among this type who go to dancing and badminton.

In terms of values, most Idyllic living are Traditional and Traditional-individual-oriented. They therefore naturally think that globalisation is frightening, and they accept that the environment must suffer if it can create growth. They are, moreover, fond of the welfare state and do not think taxes should be lowered if it means they have to manage more themselves. On the other hand, they think ample public funds are prioritised for art and culture.

At the most recent election, one in three voted for the Social Democrats and one in five for the Liberal Party (Venstre). Where the Danish People's Party (Dansk Folkeparti) once harvested many of Idyllic living's votes, it was also here, at the most recent election, that they lost most of them again.

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