Household

Generally a unit of analysis that includes all living under one roof. Some household type variables include household income and household media usage. In many markets in Asia such as Japan, Korea, Singapore and Malaysia, it is more common for extended families to live together due to the cost of housing and cultural family based values, than in Western countries where there is a higher incidence of defacto or unrelated people sharing a house. Where consumer items are shared by a household such as supermarket items, the household is a useful unit of analysis. Often a decision maker is identified for various purchases such as supermarket items, family cars etc, which may differ according to the product.