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BY:

Raj Vardhan (09134)

Rakesh Konda(09136)

Joel J(09003)

Vajrapu Krishna(09005)

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Vecision Making Process in Young Couples 2

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„
  


Vecision making process of young couples is ever-changing and influenced by a variety of factors.
Vecision making process of young couples has always been influenced by a number of economic,
cultural, psychological and lifestyle factors. Vecision making process of young couples follows a
specific pattern where probably two different mind sets take a decision. Young couples are more
rational in their purchase behaviour than normally perceived. They are quality conscious, will study
options before their purchase and brand is not the most important criterion in their purchases of
products. This survey research is a study on the food purchase behaviour among youth at Vhola-ri-
Vhani, Hyderabad.
Vhola-ri-Vhani is an ethnic Rajasthani resort located 11kms from Secunderabad at Kompally on
Medchal Highway. It is a unit of Gupta's Hotel & Motels and is recognized by Andhra Pradesh
Government as a Theme Restaurant and Tourist Attraction. It has many attractions like boating,
camel/horse ride, puppet show, Rajasthani folk music and dances along with disco & rain dance. It
also organises family get-togethers, corporate seminars, wedding ceremonies, poojas, birthday parties
and themed programmes.

  


‰c To understand the decision making process in young couples.

‰c Various steps that led to the visiting of Vhola ri Vhani by the young couples.

Ô



:

‰c Study limited to Vhola-ri-Vhani

‰c Ôimited number of young couples
‰c Time constraints

Vecision Making Process in Young Couples 3

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pur study is includes exploratory study where we interviewed 3 young couples by semi
structured questionnaires available at Vhola-ri-Vhani.

„

  







The study started with identifying various factors that contribute decision making for couples.
The following are few of those which we concluded by questioning the young couples in the
form of a semi structured questionnaire.

î
 The primary motivation of visiting Vhola ri Vhani is the unique Rajastani culture
and exposure to a completely different culture, affordability, food etc.

  Need for uniqueness is a personality trait that influences consumer decision
making. The respondents have some level of need for uniqueness in the sense that they want to
visit and taste the food which is unique and enhances their personal and social identity. It is a
way to differentiate themselves from others. However this trait has been observed in two of the
respondents only.



± There is not much loyalty for those visiting because two of the three
respondents were first time visitors and only one couple told that they were loyal to the place.


The personality of the respondents reflects their motivations, needs and behaviour
in visiting places for a holiday. It has been observed that the customers were of low dogmatic and
low risk perceiver which is evident from the decision taken steps.

Vecision Making Process in Young Couples 4

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The decision making process of young couples that lead to the selection of Vhola ri
Vhani can be analysed from the following steps:

„

In the input stage, the focus is on the consumer¶s recognition of the product and his need. The major
sources of information are the firm¶s marketing efforts and the sociological environment. These two
comprise the external influences.

Vecision Making Process in Young Couples 5

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In the current study, the major sources revealed to be product (under firm¶s marketing efforts) and
family, friends, culture and social class (under sociological environment).
î
 
± The product in this case is the concept of a unique place by the Gupta Hotels & Motels;
The concept of an ethnic getaway where people can experience Rajasthani culture and food. The
word-of-mouth promotion that is seen with Vhola-ri-Vhani has been the chief source of information
to inculcate the need to make a purchase among youth.


 The price of the place is a reasonable place where it even covered food expenses in the
ticket they took.




Word-of-mouth among youth about the good food at Vhola-ri-Vhani is another source.
Either as fun outings, or school/college outings, or hosting/attending an event, or project studies, the
youth are visiting and want to make food purchases.




The main promotion tool for Vhola ri Vhani can be word of mouth. Where those
who visited once play a key role. The website and some hoardings in the city also help in promotion.



 


Friends and other family members constitute the informalsource of
information.

! "
  

#  
± The main advantage to Vhola ri Vhani is the culture where any
customer can actually experience the real feel of Rajastani culture in every aspect like dressing,
employees behavior, food, the way they receive.
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The problem here is the reason behind coming to Vhola ri Vhani. There were different
reasons stated by different couples. The main reasons are as follows:

Couple 1: These couple got married 6 months ago. They are new to Hyderabad. They hire from
Chennai. They said that they want a place to spend a holiday as both of them were software
employees. They need a place to spend a full day where they can have fun, entertainment.

Couple 2: These were the couple who has a baby among whom we met. They got married 18
months ago. They came to Vhola ri Vhani to have privacy to spend a long day. This is their first
holiday after their marriage.

Vecision Making Process in Young Couples 6

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Couple 3: These are the youngest couple we met. This was a love marriage. They came here to
have fun with family and friends where they were celebrating with their family and friends. They
need a place with different a culture and have a varied blend of various events.

„
 

! 
Each couple has done their own extensive research on the places that can fit their criteria.
They followed various channels and various search options which are as follows:

# $
î
They don¶t know much about Hyderabad. Hence, they mainly relied on the
information available from their neighbors and colleagues. They got the primary information
about various places in and surrounding Hyderabad. Then they verified those places from various
sources like past referrals and websites.

# $



They knew about the places in Hyderabad. They made enquiry about various places
where there is something new. They contacted their friends and a cousins who visited various
places in before hand. They even took the information from various websites.

# $

They even verified various places and they got to know about these places as they
have visited many of the places in prior. As already mentioned that this couple got love married,
they had prior experience of visiting various places in the city.



"


Each couple has their own way of evaluating alternatives. The various alternatives and
evaluation process differed with couples.

Couple 1: The other options they has was Vhola ri Vhani, Ramoji film city, NTR gardens and
Vream valley. They evaluated them based on their interests and the costs involved in it. Their
main factors of evaluation included price, place with uniqueness and something which has a
blend of events. Hence their purchase decision can be called as a

 a

Couple 2: The alternatives they had was Vhola ri dhani, Vream valley, Pragathi resorts, Ramoji
film city resorts and they selected this using a

a a which involves gathering
information from all sources before taking a decision.

Couple 3: The options they include was Vhola ri Vhani, Ramoji film city, NTR gardens, pcean
park, Jala vihar etc. As they had visited many places preciously they know much about all

Vecision Making Process in Young Couples 7

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places. They selected this place as their motto was to celebrate with their family and friends and
hence they selected this to introduce new culture to them. They are more of emotionally attached
to the place and hence they purchase can be called as 

 a


 
Couple 1: They purchased this as a trial purchase i.e, first time purchase to evaluate the
experience. They heard about the place and wanted to try this as it is in their economic reach.

Couple 2: They purchased this as a trial purchase as they have analysed various other
alternatives and selected due tp its unique cultural factors and various type of packages available.

Couple 3: They purchased it not for the first time. They are the repeat customers. Hence they can
be considered as longterm commitment purchasers as they are loyal to Vhola ri Vhani and
wanted to spread this by showing this to family and friends.

  


Couple 1: They were satisfied with the overall experience with Vhola ri Vhani but little
unsatisfied with the pricing of other products inside the Vhola ri Vhani. The prices if the
products were excessively priced than their normal MRP rates. But due to the same trend in all
the other alternative places they are ready to visit the place in future.

Couple 2: They were satisfied with the overall experience but they couldnot adjust with the
Rajastani food. They expressed their unsatisfaction in the food as it was new to them. Apart from
the food they had a great experience with the place and they love to visit it again.

Couple 3: This was not the first visit for this couple. They are highly satisfied with the overall
experience which motivated them to visit the place once again and they really love to visit the
place again.

Vecision Making Process in Young Couples 8

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#




All the couples mentioned that this was infact an impulse buying as they were excited to see
them and the other motivating factor was that these items were provided at free of cost when
compared to the items that were priced highly.

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All the couples were also excited about the VJ which was also priced relatively less. In all the
cases both the partners had a role before choosing the decision. Even this is an impulse buying.

m



The results of the study show that the major influences for selecting Vhola-ri-Vhani are the
unique culture, affordability and a good past experience. The main source of information
included friends and word-of-mouth communications. The purchase behaviour starts from
awareness and knowledge acquired about Vhola-ri-Vhani via word-of-mouth. Then there is
development of interest and novelty-seeking attitude that makes the people visit the place. Even
though the price of some items is a little high inside Vhola ri Vhani consumers are willing to buy
and try and have a different experience from normal. The post-purchase evaluation of most of the
respondents revealed that they were happy, as their expectations were met.

Vecision Making Process in Young Couples 9

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