Research Topics:

Consumer Research | Product Purchasing Studies

Content Type:

Glossary

Consumer Unit Definition

All related members of a particular household; a person, living alone or sharing a household with others, who is financially independent; two or more persons living together who pool their incomes to make joint purchases.

A consumer unit refers to a person or a group of people who make purchasing decisions. What’s more, they share a common set of needs or preferences. A unit can consist of related members in a household, someone living alone or sharing a household with others and is financially independent and two or more people living together who pool their incomes to make joint purchases. The concept of a consumer unit illustrates the complex dynamics that influence purchasing decisions. 

Who relies on consumer units?

Studying insights from consumer units helps businesses and marketing professionals understand the markets where they target their products and services. They use the findings to improve marketing strategies because they recognize the dynamics and preferences within these purchasing groups.

Why should I care about consumer units?

Insights from consumer units help marketing professionals and businesses recognize how people collaborate within a group to make purchasing decisions. That knowledge can be used to refine product offerings, pricing strategies and marketing campaigns that resonate more effectively with the units.