Attitude creation among frequent visitors in Dhola Ri Dhani

ATTITUDE FORMATION AMONGST

FREQUENT VISITORS TO DHOLA-RI-
DHANI

SUBMITTED BY

Amisha Prathinidhi(09101)

Ashutosh Anand (09105)

Sreekanth A.S (09141)

Ravi Teja Reddy .S (0409020)

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 Attitude creation among frequent visitors in Dhola Ri Dhani

CONTENTS

Introduction.................................................................................................................................................3

Attitude Formation Amongst The Frequent Visitors Of Dhola-Ri-Dhani....................................................3

Attitude Formation............................................................................................................................................................ 3

Observations................................................................................................................................................4

Findings.......................................................................................................................................................5

Tri Component Model Of Attitude Creation................................................................................................6

Sources Of Attitude Creation.......................................................................................................................6

Personality.............................................................................................................................................................................. 6

Social....................................................................................................................................................................................... 6

Unifiers.................................................................................................................................................................................... 7

Family And Friends............................................................................................................................................................. 7

Psychological Factors Involved In Attitude Formation And Attitude Change.............................................7

Consumers Characteristic Attitude..............................................................................................................8

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 Attitude creation among frequent visitors in Dhola Ri Dhani

Introduction

Dhola-ri-Dhani - An ethnic Rajasthani village located far from the madding crowd just 11
kms 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.

This place is being visited by many people and is also a major location for film shootings.
The themed restaurant attracts a floating public of nearly 550/600 per day and in the weekend
upto 1000 and above. One can make every celebration customized according to their
requirements. From get-aways to get-togethers, private parties to corporate seminars.

The Majestic Entrance opens the doors to the world of Ethnic Rajasthani Resort of
culture and fantasy, a culmination of the images and dreams of visitors to experience true
Rajasthani life style. One can get a taste of Royal Rajasthani Chowki style Dining Hall. It has got
Katahputhli – the Amphitheatre is well designed for performing plays, dances, puppet shows and
other variety programs. Another attraction is the Jodhpur Hut, a mini handcrafts mela with crafts
depicting the Rajasthani culture.

Attitude Formation Amongst The Frequent Visitors Of Dhola-Ri-

Dhani

The main objective of this report is to find out how consumers develop attitudes about a
particular place and how these attitudes influence their decision making. We have selected
Dhola-ri-dhani which is visually a typical Rajasthani village. This is a place where a northern
wind is blowing in the south. From the observation we found out that, majority of the visitors
feel like home away from home who have cultural attachment.

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 Attitude creation among frequent visitors in Dhola Ri Dhani

Attitude Formation

In Social Psychology attitudes are defined as positive or negative evaluations of objects of

thought. Attitudes typically have three components.

 The cognitive component is made up of the thoughts and beliefs people hold about the
object of the attitude.
 The affective component consists of the emotional feelings stimulated by the object of
the attitude.
 The behavioral component consists of predispositions to act in certain ways toward an
attitude object.

The object of an attitude can be anything people have opinions about. Therefore,
individual people, groups of people, institutions, products, social trends, consumer products,
etc. all can be attitudinal objects. Attitudes involve Stereotypes which are widely held
beliefs that people have certain characteristics because of their membership in a particular
group and prejudices which are arbitrary beliefs, or feelings, directed towards a group of
people or its individual members. Prejudices can be either positive or negative; however, the
term is usually used to refer to a negative attitude held toward members of a group.
Prejudice may lead to discrimination, which involves behaving differently, usually unfairly,
towards the members of a group.

Observations

1. The major reason cited by people for coming to Dhola Ri Dhani is the cultural attachment
which makes them feel at home.
2. There are many activities in which people from all age groups can participate.
3. Most of them have come to know about this place through their friends and relatives.
4. It is located in the city which is convenient for people.

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 Attitude creation among frequent visitors in Dhola Ri Dhani

5. Satisfaction with the current services.

6. Special Occasions and functions can be conducted here.
7. It was observed that people visit the place during Sravan Maas due to the greenery.
8. Specialties of Dhola ri Dhani like traditional dances, replication of Rajasthan culture and
life style, ambience and food.
9. It can be chosen as a picnic spot.
10. Family influence
11. Presence of peer groups
12. Convenient place for children and women.

Findings

1. Majority of the customers are from Rajasthani group who have migrated to the city.
2. Customers visit in groups( especially families)
3. A combination of Cognitive and emotional thinking is found in the initial vistors’ attitude
creation; cognitive behavior is dominant over emotional thinking.
4. Families and friends are the main external factors influencing the customers
5. The customers’ personality also play role in attitude creation about dhola ri dhani.
6. The initial attitude among the customers has been changed by the quality of food and
services in dhola ri dhani which makes them frequent customers
7. Majority of the customers are emotionally attached to dhola ri dhani. We found a
combination of cognitive and emotional thinking in frequent visitors, where the
emotional part is dominant.
8. The services like puppet show, game shows, Rajasthani dance gives you a feel of the
Rajasthan culture and tradition which influence the attitude creation in customers.
9. Many customers believe Dhola ri Dhani as a combination of Rajasthani culture
incorporated in a resort which makes it unique.
10. Customers perceive Dhola ri Dhani as an affordable luxury.
11. Frequent visitors usually choose Dhola ri Dhani during festive seasons and for special
occasions.
12. Initial visitors are being influenced by other visitors in the Dhol ri Dhani , especially
Rajasthanis which encourages them to visit Dhola ri dhani again.

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 Attitude creation among frequent visitors in Dhola Ri Dhani

Attitude creation in consumer is based on the internal factors and external factors. Personality,
values and lifestyles , needs are some of the internal factors which leads to attitude creation in
the minds of the customer. External factors like friends and families, societal influence,
information also leads to attitude creation. Majority of the customer choose to visit Dhola ri
Dhani .

Tri Component Model Of Attitude Creation

The tri-component model of attitude creation is having three components; cognitive, affective
and conative. The initial visitor’s do not develop any attitude as Dhola ri Dhani is the one of
its kind. Customers develop attitude when they become the frequent visitors of Dhola ri
Dhani. The initial visitors develop attitude mainly through their cognitive behavior. The
initial visits develop an emotional attachment as Dhola ri Dhani represents their (Rajasthanis)
tradition and culture. So among the frequent visitors, affective behavior plays an important
role in creating attitude about Dhola ri Dhani. So among the frequent visitors, a combination
of cognitive and affective behavior results in the creation of attitude. Usually, in the
combination of cognitive and affective, affective is dominant among frequent visitors.

Sources Of Attitude Creation

Personality

The personality of the visitors acts as an internal factor in attitude creation. It was observed
that if the personality of the customer coincides the personality of Dhola ri Dhani then the
chances are high that they would be a frequent visitors of Dhola ri Dhani. It was observed
that people of different types of personalities were found in Dhol ri Dhani and we identified
three personalities who could be the frequent visitors of dhola ri dhani. They are:

Social

The social customer personality types are very people-centered and typically this personality
type is usually slow to reach a purchase decision as they prefer to check in with others in an

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 Attitude creation among frequent visitors in Dhola Ri Dhani

attempt to find someone who has used the product or service. Social visitors can be difficult
to monetize, but having a product or service that has a social element to it is a big plus.
Social customer types want to know who else has used the product and if it performed as
advertised. Testimonials are an important part of converting Social personality types. Most of
the Dhola ri Dhani customers are having a ‘social’ personality. Customers find very
comfortable in a same peer group and this is one of the reasons which makes them visiting
Dhola ri Dhani frequently.

Unifiers

The way to attract unifier customer personality types is to appeal to their emotions, make
them feel special and show them how your product or service will benefit not only them, but
also their family, friends and, if appropriate

Family And Friends

Family and friends are the external factors which create an attitude in the minds of the
customers. Majority of the customers are influenced by their family and friends to visit Dhola
ri Dhani.

Psychological Factors Involved In Attitude Formation And Attitude

Change

1. Operant Conditioning is a simple form of learning. It is based on the “Law of Effect”

and involves voluntary responses. People who had a good experience of visiting the place
tend to make frequent visits.
2. Social (Observational) Learning is based on modeling. We observed that if people
mainly of Rajasthani culture are visiting Dhola Ri Dhani, this serves as reinforcement and
makes it more likely that we, too, will visit the place or will express the desire to visit the
place.

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 Attitude creation among frequent visitors in Dhola Ri Dhani

3. Unconscious Motivation. Some attitudes are held because they serve some unconscious
function for an individual. In this case it is the culture, a person who is from Rajasthan
and settled in Hyderabad , would like to visit Dhola ri Dhani mainly for its culture .

Consumers Characteristic Attitude

Consumer
Demographics

Consumer Beliefs
Consumer Attitude
towards Frequent
Visiting Visitors
Consumer Benefit
Dhola Ri
Perception
Dhani

Consumer Lifestyle

This model explains the relationship between consumer characteristics and attitude towards
visiting Dhola Ri Dhani .The following are the characteristics that determine the consumer’s
attitude towards visiting the place

Consumer Demographics

Dhola Ri Dhani caters to people from all age groups. It has various activities to engage
people of all age groups like magic show for kids, puppet show, and disco for youngsters,
boating.

Consumer Beliefs

Majority of the people visiting the place are Rajasthanis or have migrated from there ,so they
believe that it brings them closer to their culture. Its a home away from home

Consumer Benefit Perception:

It gives the consumers value for their money. It is a place where the whole family can enjoy
different activities in one place which is priceless.

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 Attitude creation among frequent visitors in Dhola Ri Dhani

Consumer Lifestyle:

People who visit the place come from middle class and upper middle class traditional
families.Most of them are from joint families. So this serves as a nice place for them to visit.

Conclusion

After our visit to Dhola Ri Dhani,we observed that most of the people coming to visit Dhola Ri
Dhani came with their family and extended family.The attitudes of people in the group are
different but all of them had a positive experience with the place.The common factor that binds
them is the culture that the place offers and the fact that it caters to different groups of people
with various activities in one place.

Questionnaire

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