Un Married Couples Case Study

1775 Words 8 Pages
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
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• As these individuals seek to maximize their own pleasure, they flee from responsibility and commitment
• Several theories exist as to why the number of married adults is declining, such as more couples choosing to live together before marriage or instead of marriage, an increased age at which adults choose to marry, high divorce rates, more adults choosing to be single, an increasing number of widows and widowers and an increasing number of same-sex couples.
• Due to certain myths that prevail in the minds of the youth
CASE PROBLEM:
WHAT NEEDS DO UNMARRIED COUPLES HAVE THAT DEMOGRAPHICALLY SIMILAR MARRIED COUPLES DO NOT HAVE?
• The U.S. Supreme Court approved the Connell definition of meretricious relationship as "marital-like," while also reiterating that "marital-like" does not mean "marital."
• Rather, five factors which "are neither exclusive nor hyper technical," but "helpful," broadly outline the evidence relevant to determining whether a meretricious relationship exists:
– Continuous cohabitation
– Duration of the relationship
– Purpose of the relationship
– Pooling of resources and services for joint projects
– Intent of the
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• Divorce laws still in very nascent stage

CASE PROBLEM: SHOULD FIRMS SUCH AS BANKS DEVELOP AND ADVERTISE PRODUCTS TO MEET THE UNIQUE NEEDS OF THIS GROUP?
• The main reason marketers have so far ignored this segment is quite simple: Most have never thought of unmarried, opposite-sex couples as a consumer demographic.
• The marketplace doesn't segment consumers as gays/ lesbians etc. The companies can target African Americans, Hispanics, women, gays, but `unmarried, straight people' is a very diffused target.
• Companies that might benefit from targeting this group- banks, lawyers, and so forth but they don't want to be viewed as doing anything that undermines marriage.
• They could be viewed as promoting an uncommitted lifestyle.
• The idea of cohabitating is still not fully acceptable to society.
• The Life style of the cohabitating couples may vary according to age and is similar to that of married couples only except the unmarried couples having kids from previous relationships.
• Tend to live in mob to avoid being pointed out hence they are difficult to identify and

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