Summery of the interviews

Data Collection and Analysis of the Mature Market : Interview Summaries

Participant 1 : Small Business Owner

This 61 year-old female participant has a Chinese-Malaysian background and has lived in Australia for twenty-five years . She is the small business owner of an alteration /redesign shop , where she plans to continue working for the next ten years . She enjoys her work , but finds it to be time and energy consuming

The participant is a busy mother of three children , who focuses much of her energy and attention on them and the financing of their

education Any financial concerns she has regarding retirement is consoled in knowing that her children would be willing to support her if she were to experience hardship

With little time , between parenting and business ownership , she doesn 't watch much television and doesn 't pay attention ' to the few moments of commercial advertising that she is exposed to

Her most common recurring expenses include : a daily train commute to work , food , clothing and other miscellaneous expenditures associated with her children . Due to the strain of financing three university tuitions , she hasn 't made any recent large-ticket purchases . Her most recent significant expense was furniture , bought twenty years ago While shopping , the key factor in her decision making process is price

She is careful with her money and hasn 't been affected by current economic trends . She finds stability in the region of her small business in the Eastern Suburbs and has not experienced a decrease in customer flow

Her...