Evolution of Priest services– A look into the consumer behavior

1. SERVICES OF A PRIEST
GROUP-7 RAHUL BISHT| RAKESH KUMAR PRADHAN | RAM NARAYAN M | REENA PAL | RITIKA MEHTA

2. INTRODUCTION
 The project revolves around the decision making process of a heterogenous group of consumers when
it comes to deciding on taking up the services of a “Pujari” for various occasions.
 The services are mainly provided by freelance pujaris in the market and there are negligible amount of
companies which is offering professional services in this line of business
OBJECTIVE
• Understanding the decision making process using a Questionnaire
• Identifying the behavioural patterns and differences
• Analysing and interpreting the segmentation strategy for the consumers
• Identifying the factors affecting the buying process
VARIABLES
 Dependant Variable: Consumer’s decision making process towards services of a priest
 Independent Variable: Gender, No of usage, price, mode of selection, satisfaction level

3. RESEARCH METHODOLOGY
RESEARCH OBJECTIVES
 To find out the significance of the services of a priest in peoples’ life?
 To find out people needs and expectations?
 To study people decision-making & preferences.
SAMPLE DESIGN
 Area of Sample : The areas covered up in this survey is Delhi/NCR
 Instrument of Data Collection: Questionnaire
 Sampling Method : Simple Random
 Sampling Size: 34

4. RESPONSES TO
QUESTIONNAIRE

5. CONSUMER'S DECISION MAKING
 Need of a priest depends on the context in which it is called. In our survey it has been depicted that the
Brahmans are the ones who perform the rituals as a priest along with certain services of astrology
 Information Research for a priest shows that it’s selection is mostly through word of mouth/referral of
friends/relatives and there is very less visibility through online/app medium
 Through the evaluation of alternatives it’s been found that 63.33% of consumers use the services of a
priest
 Purchase Evaluation - The scope of the usage of the services of a priest in a year is 1-2 times to 2-4
times
 Also after analyzing the post purchase behavior we found that availability along with the services cost
are the main evaluation criteria of selecting a priest

6. FACTORS AFFECTING CONSUMER BUYING BEHAVIOR
The consumer buying behavior depends on the following factors:
1. Price charged by the priest
2. Proximity of location and availability
3. Priest Popularity
4. Satisfaction with the services provided by the priest
5. The purpose for which a priest is asked for performing a ritual.
IMPACT - MEASURES
 Regression Analysis
 Correlation and Annova among the groups
Understand the factors pertaining to consumer buying the services

7. SEGMENTATION STRATEGY
After analysing the questionnaire based on the age, no of usage, price, satisfaction level and geography it is very
evident the consumer are widely segregated based on the location and are not able to get proper access based
on their convenience.
SEGMENTATION
 Age – Between 25 to 40
 Income Level – All income groups
 Geography: Delhi (NCR), Gurgaon and Noida
 Price – Between INR 500 – INR 5000
 Search : Online and Offline
The need in this segment is very minimalistic and are mainly based on the occasions. The consumers do have
much preferences except for a well learned Pandit who offers them genuine puja to their maximum satisfactory
level. The segmentation needs to be initially done based only on the above segments as the current scenario
points to only problems of unavailability rather than complex problems like customer preferences.

8. INFLUENCING PROCESS
SEARCH
Online: Search can be optimized in online portals using SEO and google ad space
Offline: We can collaborate with mutts and temples for customer referral
ALTERNATIVE EVALUATION & SELECTION PROCESS
 Relatives and their suggestion
 Online search engines and website
 Urgency and need of the hour

9. MECHANISM FOR COLLECTING POST SERVICE FEEDBACK
 Online feedback form for customers using the service of priest
 Friends and relatives
 Word of mouth
POST SERVICE FEEDBACK
 Priest need to be well versed with knowledge of religious rituals
 Fake priests are always looking for making money, customer need to be aware
 Customer satisfaction is the key for the priest service

10. RECOMMENDATIONS
 Priests need to be spiritually deep and theologically wise
 They must be well versed in Sanskrit in order to recite chant and mantra
 Knowledge and genuineness of priest need to be checked
 Requirement of customer should meet with the priest knowledge
 Regular feedback is required for improving the service
CONCLUSIONS
 Priest service has a vast opportunity in India
 It’s been increasing tremendously over the years
 Knowledge and quality service is the key to future requirement
 Satisfaction of customer need to be addressed