Unmarried Couples and Changing Consumer Behavior

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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
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• It is about individuals who reject traditional, faith-based concepts of marriage to focus exclusively on their own wants and desires.
• Men and women are marrying for the first time at much older ages than their parents did.
• They are divorcing more and living together more often and for longer periods.
• 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
• 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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