ABSTRACT
The most significant consumer social group is the household (consumer unit, dwelling unit). This is any occupied housing unit, regardless of the relationships among the people living there. Examples of households include roommates sharing an apartment, unmarried couples dwelling together (cohabiting couples), same-sex couples, and two (or more!) couples sharing a house. In all of these situations, buying decisions are often based not just on one individual’s needs but rather on the household’s welfare. The most common type of household is the family household (family), with two or more people related by blood, marriage, or adoption who reside together.
