decision making for among young couples

8/8/2019 Decision Making for among young couples

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TERM PAPER

ON

DECISION MAKING PROCESS IN YOUNG

COUPLES

CONSUMER BEHAVIOR

BY:

Raj Vardhan (09134)

Rakesh Konda(09136)

Joel J(09003)

Vajrapu Krishna(09005)



Decision Making Process in Young Couples 2

Contents

Introduction: ........................................................................................................................................... 3

Objective: ................................................................................................................................................ 3

Limitations ............................................................................................................................................... 3

Methodology: .......................................................................................................................................... 4

Key Insights/ Factors that help in Decision Making: ............................... ...................... ............................. 4

Decision Making Process Of Young Couples: ........................................................ ...................... ............. 5

Input .................................................................................................................................................... 5

Process ................................................................................................................................................ 6

Need Recognition:............................................................................................................................ 6

Information Search: ......................................................................................................................... 7

Evaluation Of Alternatives: ........................ ................................ ...................... ................................ . 7

Output ................................................................................................................................................. 8

Purchase: ......................................................................................................................................... 8

Post Purchase Evaluation: ................................................................................................................ 8

Other Decisions taken in Dhola ri Dhani ................................................................................................... 9

Boating & Riding: ................................................................................................................................. 9

DJ: ....................................................................................................................................................... 9

Conclusion: .............................................................................................................................................. 9




I

ntroduction:Decision making process of young couples is ever-changing and influenced by a variety of factors.

Decision making process of young couples has always been influenced by a number of economic,

cultural, psychological and lifestyle factors. Decision 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 Dhola-ri-

Dhani, Hyderabad.

Dhola-ri-Dhani 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.

Objective:

y To understand the decision making process in young couples.

y Various steps that led to the visiting of Dhola ri Dhani by the young couples.

Limitations:

y Study limited to Dhola-ri-Dhani

y Limited number of young couples

y Time constraints




Methodology:

Our study is includes exploratory study where we interviewed 3 young couples by semi

structured questionnaires available at Dhola-ri-Dhani.

Key Insights/ Factors that help in Decision Making:

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.

1. Motivation: The primary motivation of visiting Dhola riDhani is the unique Rajastani culture

and exposure to a completely different culture, affordability, food etc.

2. Uniqueness: 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.

3. Brand loyalty ± 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.

4. Personality: 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.




Decision Making Process Of Young Couples:

The decision making process of young couples that lead to the selection of Dhola ri

Dhani can be analysed from the following steps:

Input

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.




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).

1. Product ± 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 Dhola-ri-Dhani has been the chief source of information

to inculcate the need to make a purchase among youth.

2. Price ± The price of the place is a reasonable place where it even covered food expenses in the

ticket they took.

3. Friends ± Word-of-mouth among youth about the good food at Dhola-ri-Dhani 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.

4. Promotion ± The main promotion tool for Dhola ri Dhani 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.

5. Informal sources - Friends and other family members constitute the informalsource of

information.

6. Sub culture and Culture ± The main advantage toDhola ri Dhani 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.

Process

Need Recognition:

The problem here is the reason behind coming to Dhola ri Dhani. 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 Dhola ri Dhani to have privacy to spend a long day. This is their first

holiday after their marriage.




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.

Information Search: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:

Couple 1: 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.

Couple 2: 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.

Couple 3: 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.

Evaluation Of Alternatives:

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 Dhola ri Dhani, Ramoji film city, NTR gardens and

Dream 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 economic view.

Couple 2: The alternatives they had was Dhola ri dhani, Dream valley, Pragathi resorts, Ramoji

film city resorts and they selected this using a Cognitive view which involves gathering

information from all sources before taking a decision.

Couple 3: The options they include was Dhola ri Dhani, Ramoji film city, NTR gardens, Ocean

park, Jala vihar etc. As they had visited many places preciously they know much about all




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 E motional view.

Output

Purchase:

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 Dhola ri Dhani and

wanted to spread this by showing this to family and friends.

Post Purchase Evaluation:

Couple 1: They were satisfied with the overall experience with Dhola ri Dhani but little

unsatisfied with the pricing of other products inside the Dhola ri Dhani. 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.




Other Decisions taken in Dhola ri Dhani

Boating & Riding:

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.

DJ:

All the couples were also excited about the DJ 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.

Conclusion:

The results of the study show that the major influences for selecting Dhola-ri-Dhani 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 Dhola-ri-Dhani 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 Dhola ri Dhani 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.

decision making for among young couples

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