SOPHISTICATED HOMEBUILDERS (10%)

Sophisticated Homebuilders are more women than men, likely to be married, to have high education, mid-high income and to live in urban environment.

For Sophisticated Homebuilders life complexity is a challenge while change is an opportunity to learn new things. They are open minded, sensitive to others needs, involved in the community problems (poverty, pollution, health care) and politics. Nevertheless, the family is still one of their most important concerns.

In their life philosophy, Sophisticated Homebuilders consider the family as a place for relaxation and harmony. They have a modern perspective over the family relations and responsibilities: each of the members takes into account the needs of the other members, while everybody contributes to the house chores. Women are emancipated and independent.

Sophisticated Homebuilders allocate significant time and resources for their spiritual development: reading a book, going to theater, symphony or opera, attending a religious service, etc. They like to be informed about what is happening around them, so therefore they read the newspapers and watch TV daily. They are health conscious and act in consequence when they buy or cook something for the meal.

Moral and ethical values are well appreciated by the Sophisticated Homebuilders. These values, together with the faith in God are their weapons in fighting to the future uncertainty, which is a source of stress for them.

Many of the Sophisticated Homebuilders felt that they achieved as much as they could in their career, after working many years with devotion. Their job is characterized by stability, routine, lack of further advancement perspectives (mainly budgetary jobs). They are very loyal to their employer and don't even think to move into another job.