Bao (2001) defines relative influence as the degree to which an individual has engaged in activities that contribute to the decision making process relative to the contributions of others in group decisions. With regard to the roles of decision makers, Sheth and Mittal (2004) suggest two major types of decisions: (1) autonomous decisions, and (2) joint decisions.
Autonomous decisions are decisions made independently by the decision maker.On the other hand, joint decisions are consensus decisions where two or more decision makers play a part in making the decision. Greydanus and Bashe (2003) discuss that to be autonomous is to be able to decide things for yourself, to choose the things you do and how you will behave. Autonomy is something all people strive for. According to Cavell ( 2000 ), adolescence is a time of great change for teenagers and their parents.
For teenagers, it is about becoming more independent and taking greater control of their own lives.For parents, it is the challenge of letting their children perform task successfully, responsibly and safely. Statt (1997) mentions that it has been found that reference groups can have different degrees of influence over the buying and consumption of different kinds of products. Two dimensions seem to be particularly important.
They have been operationalized as luxury-necessity. In addition, Jurado (1982) claims that a greater number of people are becoming more actively engaged in hobbies which can be considered as leisure.Boyd (1998) conveys that needs are the basic forces that drive the customers to take the action and engage in exchanges. An unsatisfied need is a gasp between a person’s actual and desired states on some physical or psychological dimension. We all have basic physical needs critical to our survival, such food, drink, warmth, shelter, and sleep. Education is also considered as one of the human’s basic needs.
Being a necessity, it is a good that is to be consumed even by an ordinary consumer.These needs that otivate the consumption behavior of individuals, then, are few and basic. They are not created by marketers or other social forces; they flow from our basic biological and psychological makeup as human beings. Luxuries are goods that are obtained for great ease and comfort. These can be categorized as wants.
Boyd (1998) discusses that wants reflect a person’s desires or preferences for specific ways of satisfying a basic need. Thus, a person wants particular products, brands, or services to satisfy a need.Basic needs are relatively few, but people’s wants are shaped by social influences, their past history, and consumption experiences. Different people, then, may have very different wants to satisfy the same need. This distinction between needs and wants helps put into perspective the charge that “marketers create needs,” or that “marketers make people want things they don’t need.
” Neither marketers nor any other single social force can create needs deriving from the biological and emotional imperatives of human nature.Leisure is obtained to give oneself a break for relaxation. In a family, leisure is where its members enjoy simple pleasures. About.
com tells that spending time together, as a family, can be the most rewarding moments in life. It is a time when parents and children can enjoy each other, without the struggles school and work may bring. Using leisure to strengthen family bonds can also help to relieve some of the pressures that may have built up during the previous days. Families have good ideas in finding activities they can enjoy.
