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According to Duracell , even young boys have been shown to prefer battery-powered toys. At the family lifestage, consumers are more likely to have extra TVs and battery-powered toys.
Non-buyers are more likely to be female and from either the 15-24 or over-65 age groups and do not have children; hence no toys or extra TVs etc or they are more likely to own the latest gadgets with integral rechargeable batteries...
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The over-65s are less likely to own much electronic equipment.
Spending is strongly affected by seasonality thanks to the influx in battery-hungry purchases, with the highest period (34%) falling in the Christmas season [Appendix D].
Most purchases are made through grocery outlets, which account for 56% of battery sales...
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