Unmarried Couples and Changing Consumer Behavior
Un-married couples; is it a mega trend?
The American Society: Families and Households:
Married couples: Who are legally married and living together as a family
Unmarried couples or Domestic partners
▫ This phrase is used to describe two people (either of the opposite sex or of the same sex) who cohabit, have a sexual relationship and experience economic and social integration--that is, two people who have created their own family.
Single parent families
▫ Single mothers
▫ Single fathers
Types of Unmarried Couples:
Couples in Live in relations (includes heterosexual )
Gay Couples
Lesbian Couples
Unmarried Couples in Indian Context:
Cohabitating of opposite sex is still not acceptable
Marriage of same sex not a valid Proposition
Various other legal and financial issues concerning joint home ownership and estate planning.
Landlords are reluctant to rent out to such couples.
Stark differences with the Socio- cultural values of the country.
Household Influences on Consumption Decisions: As per the given case-let:
There are 8.5 million unmarried, opposite-sex households in the US. This number is forecast to grow rapidly.
For some, cohabitation is a temporary arrangement before marriage; for others, it represents a long-term relationship.
Forty five percent are 35 or older and less than 20% are under 25. A third have one or more children under the age of 15 living with them.
However, according to the latest census, the difference between 1970 and 2000 is startling. o In 1970, married couples comprised 71 percent of all households. o By the 2000 census that number had shrunk to 53 percent o Only 24% of the 105 million U.S. households consist of married couples with kids
Reasons for Increasing Number of Unmarried Couples:
Changing trends of working i.e. more leisure time to spend
Sharing of common place due to some common attribute i.e. same place of work, Part time job etc.
Another
The American Society: Families and Households:
Married couples: Who are legally married and living together as a family
Unmarried couples or Domestic partners
▫ This phrase is used to describe two people (either of the opposite sex or of the same sex) who cohabit, have a sexual relationship and experience economic and social integration--that is, two people who have created their own family.
Single parent families
▫ Single mothers
▫ Single fathers
Types of Unmarried Couples:
Couples in Live in relations (includes heterosexual )
Gay Couples
Lesbian Couples
Unmarried Couples in Indian Context:
Cohabitating of opposite sex is still not acceptable
Marriage of same sex not a valid Proposition
Various other legal and financial issues concerning joint home ownership and estate planning.
Landlords are reluctant to rent out to such couples.
Stark differences with the Socio- cultural values of the country.
Household Influences on Consumption Decisions: As per the given case-let:
There are 8.5 million unmarried, opposite-sex households in the US. This number is forecast to grow rapidly.
For some, cohabitation is a temporary arrangement before marriage; for others, it represents a long-term relationship.
Forty five percent are 35 or older and less than 20% are under 25. A third have one or more children under the age of 15 living with them.
However, according to the latest census, the difference between 1970 and 2000 is startling. o In 1970, married couples comprised 71 percent of all households. o By the 2000 census that number had shrunk to 53 percent o Only 24% of the 105 million U.S. households consist of married couples with kids
Reasons for Increasing Number of Unmarried Couples:
Changing trends of working i.e. more leisure time to spend
Sharing of common place due to some common attribute i.e. same place of work, Part time job etc.
Another
References: • A study from Journal of consumer behavior – Wiley • Stephen Bates, religious affairs correspondent – The Guardian, June 30 2005 • Famyouth.org.uk • L.M. Casper and L.C. Sayer "Cohabitation Transitions" • Earl Creps, "Loook at the three myths – and the truth – about living together, August 9, 1992