In this chapter an attempt is made to discuss marketing strategies adop

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CHAPTER-IV

MARKETING OF PILGRIMAGE TOURISM

Introduction: In this chapter an attempt is made to discuss marketing strategies adopted

for promoting Pilgrimage tourism. For this purpose marketing strategies adopted by

Lakshmi Narsimha swami Temple in promoting Pilgrimage tourism at Yadagirigutta,

Nalgonda has been taken as a study. Among various Arjitasevas, Brahmothsavams, and

various programmes are famous. For the convenience of discussion, the chapter is

divided into two sections.

Section-A covers a brief profile of Lakshmi Narsimha swami Temple and

marketing strategies in the frame work of 7Ps.

In Section-B the responses of tourists, services providers and tours operators

about marketing strategies are discussed.

SECTION-A

In this section an attempt is made to discuss marketing practices adopted by

Lakshmi Narsimha swami Temple in the framework of 7P’s. As a prelude a brief account

is presented about the profile of Lakshmi Narsimha swami Temple.

4.1 Profile of Lakshmi Narsimha swami Temple

In Tretayugamthere lived a sage by the name of Yadarishi son of the great sage

Rishyasrungaandsantadevi who did penance inside a cave with the blessings of

Anjaneya (Hanuman) on this hill between Bonfire(bhuvanagiri) and Raigiri(now in

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Nalgonda district of Andhra Pradesh, India). Pleased with his deep devotion, lord

Narsimha, an incarnation of lord Vishnu appeared before him in five different forms as

SriJwalaNarsimha, SriYogananda, SriGandabberunda, Sriugra and Sri

LakshmiNarsimha. All these five forms (roopas) are presently worshipped within the

temple. They later manifested themselves into finely sculpted forms that later came to be

worshiped as Panchnarasimha Kshetram. The rare Puranas and traditional accounts of

this shrine are widely popular among the devotees. There is mention about the origin of

this temple in the Skandapurana, one of the famous 18 Puranas glowing brightly atop the

sikharam of garbhagriha ( sanctum sanctorum)of this cave temple is the golden

sudarshanachakra (about 3 ft x 3ft) of lord Vishnu (whose reincarnation is lord

Narsimha), the adornment as well as the weapon is a symbol this temple is identified by

from as far away as 6 km. it is said that many years ago the chakra moved in the

direction from which the devotees came as if like a compass guiding them towards the

temple. The chakra considered to possess a mystic power and value, at times, turns on its

own; no human hand is capable of turning it. Another legend also has it that

srimannarayana, pleased with yada's penance, sent Sri Anjaneya to direct the rishi to a

holy spot, where the lord appeared to him in the form of Sri Lakshmi Narsimha. This

spot is marked by a temple located at the foot of the yadagiri hillock, and is located

about 5 km from the present temple. There the sage worshiped the after yadarishi

attained moksha a number of tribal’s, hearing of the lord's presence, came to worship

him at this temple. But, not being very learned, these devotees began to engage in

improper worship. Because of this, Sri LakshmiNarsimha moved into to the hills. The

tribal’s searched for many years to find their lord, to no avail. After many years had

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passed, the lord appeared in the dream of a devout lady among the tribe, directing her to

a large cavern wherein he revealed himself to all as five majestic avatars the aradhanam

and puja in this temple are performed according to Pancharatraagamam. The puja

vidhanam (puja procedure) was given by Vangeepuram Narasimha charyulu who

composed yadagiri suprabhatam, prapatti, stotram, mangalashasanam and served as

Sthanacharya of this temple.

4.2Marketing strategies of Lakshmi Narsimha swami Temple

The marketing strategies of Lakshmi Narsimha swami Temple are to attract more

sevas, Pilgrimages, to organize so many events, grand weddings etc. An analysis and

detailed discussion of 7 P’s frame work of marketing mix strategies is as follows

4.2.1 Product

Services are the main attraction at Sri Lakshmi Narsimha swami temple,

Yadagirigutta is darshan of main deity lord Sri Lakshmi Narsimha swami. In addition to

the main deity, the officers of devasthanam offer many other products to the pilgrims.

1. Places of Interest At Sri Lakshmi NarsimhaSwamy Temple:

In Tretayugam, there lived a sage by name of yadarishi, son of the great sage

rishyasrunga and Santa Devi who did penance inside a cave with the blessings of

Anjaneya on this hill between Bhongir and Raigiri. Lord Narsimha an incarnation of

lord Vishnu appeared as Jwala Narsimha (lord as a flame), when yadarishi was unable to

face the intensity, and the lord appeared in a peaceful form as yoganarasimha (lord in a

yogic padmasana posture with open palms on the knees). Not satisfied with the lord

appearing alone, yadarishi sought to see him with his consort, so lord is said to have

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appeared with goddess Lakshmi on his lap, known as LakshmiNarsimhaswami. To see

these forms one has to go through an entrance that narrows itself into a dark cave. The

cave is formed under a huge rock, which forms a sloping roof into a height of just 5 feet

in the middle for the passage inside. While going through this cave passage in has to

necessarily lower the head slightly. Thus, the very Natural formation of the cave itself

makes one bow involuntarily to the lord. The actual images of the lord are at the end of

the cave. One can see two rocks fastened to each other and forming a vertical cup of

about one- foot between them. On the other side of the rock, we can see the image in the

shape of a serpent head and ending like its tail. This is said to be the aspect of god

known as Jwala Narsimha, first manifestation of lord. Popular tradition has it that a

divine serpent still moves about the image. On the opposite rock, there is another image

of lord seated in meditation (padmasana posture) which is the image of Yogananda

Narsimha, the second manifestation of lord, along with the third manifestation as

LakshmiNarsimha on the same rock. The fourth form, Ugra Narsimha (fiery form of

Narasimha) reveals his fierce mouth to us as the wide entrance to the cavern itself

because it was beyond the strength of sage to see that form and gandabberunda (the

garudapakshi or the engle) is the fifth form of the lord which is said to have been found

sculpted in rock underneath the Anjaneya, known as ‘Kshetrapalaka’ (the one who ruled

over that hill).

Lord Narsimha is believed to have been worshipped by sages (rushes). The region of

Yadagirigutta is reputed to be a ‘rushiaradhanakshetram’ or the place of worship for

sages. Lakshmi Narsimha has taken on the role of a ‘doctor’ and is known as ‘

vaidyanarasimha’ by his devotees at this shrine to cure many chronic diseases and the

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role of a ‘ do gooder’ to those who are under the influence of bad plants, whichcraft and

black magic. Apart from above sannidhis there is a separate sannidhi for Sri Andal.

2. Places Of Interest In And Around Sri Lakshmi Narsimha Swamy Temple :

a) Kulpak: - Also known as Kolanpak, Kulpak in the Nalgonda district is about 20 km

form Jangaon, a famous pilgrimage centre for Jain people and it has much historical

background. When the Jain religion dominated in India, most of the tourists from

different places visited Kulpak.

b) Surendrapuri: - Surendrapuri is a museum located 60 km from Hyderabad and is

very near Yadagirigutta. Surendrapuri is known as mythological awareness centre. It

was established to create an awareness of Hindu mythology by Kundasatyanarayana

in memory of his son Surendra. It contains full sized replicas of almost all the

important Hindu temples and the architecture of the temple inside makes one feel as if

one is in the actual holy place itself. The sculptures are displayed in open air indoors

depending on the size of the replica. Some of the important services offered by Sri

LakshmiNarsimhaswami temple in connection with main product are darshan

facilities, Arjita sevas (paid services) accommodation etc. These are explained below:

I) Darsan Facilities: - The main purpose of visiting Sri Lakshmi Narsimha swami

temple is to have darsan of the main deity Sri Lakshmi Narsimha swami temple. The

officers of devasthanam have made elaborate arrangements in order to provide darsan for

every pilgrim visiting Sri Lakshmi Narsimha swami temple.

Among all Hindu religious places, Sri Lakshmi Narsimha swami temple attracts a

large number of pilgrims. During special occasions like Bramosthsam, Vaikuntaekadasi

etc. the number of pilgrim reaches peak level. Sri Lakshmi Narsimhaswami temple being

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a nonprofit organization has to provide being free darsan to everyone and has to regulate

the pilgrims for darsan. Keeping this in view, Sri Lakshmi Narsimha swami temple

evolved a policy of darsan facilities to suit various segments and social considerations.

Different types of darsan services provided by Sri Lakshmi Narsimhaswami temple are

given below:

a) Free darsan: pilgrims can have free darsan in one way.

b) Paid darsan: pilgrims can have paid darsan by paying Rs. 25/- each Darsan along

with Arjita sevas.

a. Sevas: Sri Lakshmi Narsimha swami temple performs various daily,

weekly and periodical Arjita sevas and utsavams in this temple,

Yadagirigutta are shown below in the Table no: 4.1

Table No.4.1

Arjitasevas

Sevas Timings No. Of Persons allowed

NijaAbhishekam 5:30 am To 6:30am 2

SahasraNamaArchana 6:30am To 7:15am 1

KumkumaArchanaArchana 8:30am To 9:00am 1

Kalyanotsavam 10:00am To12:00am 5

JoduSeva 6:00 pm To 6:45pm 2

PavalimpuSeva (EkanthaSeva) 9:00pm To 9:30pm 1

AstotharaSathaGhatabhisekam 4:30am To 6:30am 2

Source:www.Yadagirigutta.in

Facilities are provided by Lakshmi Narsimha swami temple from its own funds;

some of them are sponsored by donors, which include individuals and institutions. This

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temple has also taken care to provide suitable accommodation for common man to rich

pilgrims. Accordingly number of halls is provided along with basic amenities like

drinking water, bath, toilets, and cloakrooms etc. the details of accommodation facilities

provided by Lakshmi Narsimha swami temple are shown in table: 4.2

II) Accommodation Facilities:

One of the important components of LakshmiNarsimha swami temple services is

providing accommodation to its pilgrims. As already mentioned there is regular flow of

pilgrims to this temple, which range 15,000 on normal days and exceeds 50, 000 on

special occasions. It is the responsibility of this temple to provide suitable

accommodation to different categories of pilgrims according to their tastes and

preference. Accommodation facilities form a critical factor determining pilgrims’

satisfaction.

Keeping in view the need for providing accommodation to its pilgrims Lakshmi

Narsimhaswami Temple has made arrangements through its Choulteries, guesthouses,

and cottages etc, which are shown the table.no:4.2.2

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Table No: 4.2

Accommodation Facilities

Name Block No. Of Rooms Room Type

KalyanaMandapamChoultries 70 Ordinary

PushkariniVeedhiChoultries

35 Ordinary

9 Normal

3 G .House Non A/C

4 V I.P Suite A/C

Sri Chakra Block I & Block Ii 60

Normal(One

Rooms)

Sri Chakra Block Iii 30

Normal(Two

Rooms)

Sri Chakra Block Iii 30

Normal(Two

Rooms)

RajagopuraVeedhiChoulteries

15 Normal

1 G. House Non A/C

1 G. House Non A/C

SOURCE:www.Yadagirigutta.in

Thus Lakshmi Narsimha swami is providing adequate accommodation facilities on

Yadagirigutta is suit the requirements of the pilgrims. It is generally observed that during

normal times these accommodation facilities are adequate to meet the flow of the

pilgrims. However, during peak seasons the pilgrims may not find LakshmiNarsimha

swami temple accommodation and therefore stay in private hotels and guesthouses.

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IV) Transportation: Transportation facilities can be discussed under two heads i.e.

a) Transportation from Various Places to Sri Lakshmi Narsimha Swami Temple,

Yadagirigutta.

b) Transportation within the area of Sri Lakshmi Narsimhaswami temple

Yadagirigutta regarding transportation from other places to Sri Lakshmi Narsimhaswami

temple, Yadagirigutta, there is a wide network of transportation facilities by road; rail

etc. Yadagirigutta is about 60kms from Hyderabad and is well connected by both rail

and road. There are number of buses Hyderabad, Secunderabad and other parts of the

state to Yadagirigutta. The nearest railway station is Raigiri about 3kms for passenger

trains. After alighting at Raigiri, one can take an auto rickshaws’ or tanga. The nearest

railway stations for express trains towards Vijayawada, Nagpur & Hyderabad are

Bhongir and Aler.

v) Tonsure: Pilgrims can fulfill their vow of tonsure at Kalayanakatta, public amenities

complex (Pac) at free of cost and at their place of stay for a fee of rs.10/- per person.

vi) Following is the list of the Lakshmi Narsimha Swami Temple Donation Schemes:

1 Sri SwamyVariSaswathaBrahmothsavam 10,116/-

2 Sri SwamyVariSaswathaKalyanam 6,000/-

3 Sri SwamyVariSaswathaSahasranamaarchana 1,116/-

4 Sri AndalAmmavariSaswathaNijabhishekam 1,116/-

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5 Sri SwamyVariSaswathaNijabhishekam 1,116/-

6 Sri SwamyVariNityaPrasadaVitharana 1,116/-

7 Sri AnjaneyaSwamyAkuPooja 2,000/-

8 Sri SwamyVariNityaNijabhishekam 10,116/-

9 Sri SwamyVariSaswathaNityaSahasranamaarchana 10,116/-

10 Sri AndalAmmavariSaswathaNityaArchana 10,116/-

11 Sri AndalAmmavariSaswathaNijabhishekam 10,116/-

12 Sri AnjaneyaSwamyVariShaswathaArchana 10,116/-

13 Sri SwamyVariAnnadhanam 1,116/-

Donations are also pooled for construction of cottages & Choulteries from

donors. Donations have been fixed for each types of construction according to its value.

The income tax exception certificate u/s 80(g) is available for their donation amount.

4.2.2 Price:

One the Basis of information provided by the officials of the devasthanam and

examination of records it is found that the main objectives guiding the fixation of Pricing

for Various Services Is Given Below:

1) To cover the expenditure involved in the management of temple and other related

activities.

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2) To extend Sri Lakshmi Narsimha Swami Temple Devasthanam services to all

categories of pilgrims including poor.

3) To provide social, charitable and religious services as a responsibility of Sri

Lakshmi Narsimha swami temple devasthanam.

Keeping in view the above broad objectives Sri Lakshmi Narsimha swami temple:

Devasthanam provides free services as well as paid services for various facilities and

sevas.

I) Free Services: - in order to meet the objective of extending services to poor devotees

who cannot afford to pay the Sri Lakshmi Narsimha swami temple devasthanam provides

free services to the poor pilgrims who visit the temple.

The following is the list of free services providing bySri Lakshmi Narsimha swami

temple devasthanam:

a) Free Darsan: Free darsan or dharma darsan is available to the pilgrims who visit

the temple.

b) Free Accommodation: In the Choulteries managed by Sri Lakshmi Narsimha

swami temple devasthanam.

c) Free Prasadams : To the pilgrims 100kgs of pulihoraprasadam and

6kgsdaddojanamprasadanam is distributed freely daily from 7.15 a.m. to 9.00

p.m. Large number of poor people gets benefit of these services through Sri

Lakshmi Narsimha swami temple devasthanam.

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II) Paid Services:

There are many devotees who would like to pay for the services and avail certain

additional facilities and services. Sri Lakshmi Narsimha swami temple

devasthanam has evolved a policy of fixing prices for various services to suit the

needs of different categories of pilgrims the list of paid services offered Sri

Lakshmi Narsimha swami temple devasthanam. Are mentioned below:

Paid Darsan

1. ArjitaSevas

2. Accommodation

3. Annaprasadams

The details of these services are given below:

1. Paid darsan: pilgrims can have paid darsan by paying Rs.25/- for

seeghradarshanam and Rs.100/- for athiseegradarshanam (with two loddus).

2. Various arjitasevas and their prices are shown in the table no 4.3

Table No: 4.3

Prices of Various ArjitaSeves

Sevas Prices

Sri SwamivaariKalyanostavam (Once) 1016-00

Sri SwamivaariOkkaRojuBrahmostavam 2001-00

Sri SwamivariMooduRojulaBrahmostavam 2516-00

Sri SwamivariAidhuRojulaBrahmostavam 3516-00

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Sri Swamivari OonjhalSeva 316-00

Sri SwamivariVendiJoduSeva 316-00

Sri SwamivariNizaabhishekam( OkkasariMaathrame) For Couples

Sri SwamivariNizaabhishekam( OkkasariMaathrame)

500-00

250-00

AndalAmmavaariKumkumaarchana 8am To 9am

4pm To 5pm (PravesamuIddarikiMaathrame)

100-00

Sri SwamivaariArchana( PravesamuOkkarikiMaathrame) 216-00

AanjaneyaSwamivaariAakuPoojaPrathiMagalavaramu

(PravesamuIddarikiMaathrame)

216-00

Anna Praasana ( SwamivaariAaragimpuSamyamulo Ticket MundugaaPondavalenu) 216-00

Sri SwamivaariLakshatulasiArchana/ AmmaVaarikiLakshaKumkumaarchana/

Pushapaarchana)

756-00

Sri SwamivaariSathaghatabhishekam( SwamivaariNakshatramRojuna) 516-00

SivalayamloLakshaBilvaarchana (Okkasariki) 250-00

Ashtotaram 51-00

Seeghradarshanam

AthiSheegraDarshnam (With Two Laddus )

V.I.P Darshanam Saturday & Sundays (with Two Laddus)

25-00

100-00

150-00

Sri AandalammavaariAbhishekamuPrathiSukravaram (PravesamuOkkarikiMaathrame) 216-00

Source: www.Yadagirigutta.in

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In the daily sevas the lowest price is rs.51/- for Ashtotaram and the highest price

is rs.1016/- for Sri SwamivaariKalyanostavam, (once).

SriSeamivariaidhurojulabrahmostavam is rs.3516/-.faith and beliefs of the devotees play

vital role in the performing of various sevas rather than their prices.

III) Accommodation: Sri Lakshmi Narsimha swami temple devasthanam priced its

accommodation facilities at different prices from free of cost to rs.2, 000/- according to

the type of accommodation, which ranges from common hall to air conditioned cottages/

guest houses. Keeping in view of the affordability and of the need the devotees the

prices have been fixed. These are shown in the table no: 4.4

Table No: 4.4

Accommodation

Name Block No. Of Rooms Room Rent Room Type

KalyanaMandapamChoultries 70 50-00 Ordinary

PushkariniVeedhiChoultries

35

09

06

01

03

07

04

100-00

150-00

200-00

300-00

400-00

500-00

1000-00

Ordinary

Normal

Normal

Normal

G .House Non A/C

G. House A/C

V I.P Suite A/C

Sri Chakra Block I & Block Ii 60 100-00 Normal(One Rooms)

Sri Chakra Block Iii 30 150-00 Normal(Two Rooms)

150

JwalaNarasimhapuri

Choulteries

30

10

50-00

75-00

Ordinary

Normal

PrahladhaNilayamChoultries 4 600-00 G. House A/C

S.C Block Halls 02 1500-00 Halls

Source: www Yadagirigutta.in

V) Prasadams: the prices very form Prasadams to Prasadams based on the materials

used in preparation. Prasadams like Pulihoraprasadam are distributed free to all the

pilgrims after having darsan and additional Prasadams are sold at subsidized prices and

some are sold at higher prices pilgrims are more concerned about the Prasadams and

Laddus of the lordwhichare considered as the most pious then the price they are paying

for them the various Prasadams and their prices are shown in table no.4.5

Table No.4.5

Prasadams

S. No. Name of The Prasadams Cost

1. Pulihora 5-00

2. Dadyodhanam 3-00

3. Laddu 10-00

4. Vada 8-00

Source: www.Yadagirigutta.in

VI) Transportation and Package Tours: A Part from buses from Hyderabad to

Yadagirigutta, APTDC operates package tours covering various temples in and around

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Bhongir priced at very reasonable rates for the convenience of the pilgrims who wish to

visit nearby temples along with Yadagirigutta in their pilgrimage.

VII) Tonsure: Pilgrim can fulfill their vow of tonsure at Kalayanakatta, public

amenities complex (Pac) at free of cost and at their place of stay for a fee of rs.10/- per

person.

VIII) Sale of Publication: All religious publication and CDs and cassettes brought out

by theSri Lakshmi Narsimha swami temple are sold bookstalls at a moderate rate.

IX) Performing Marriages etc. At Yadagirigutta: Sri Lakshmi Narsimha swami

temple offers services like ear boring, Upanayanam, and marriage etc. the fees collected

for the following services is fixed by Sri Lakshmi Narsimha swami temple

devasthanam.

4.2.3 Place

In the context of services the place decision include location of service premises,

channels involved in delivering services, designing of distribution system etc. in

the context of tourism services there is no adequate choice regarding location of

tourist center because the tourist destinations may be natural of historical

attractions and they cannot be shifted elsewhere. To avail the main services the

customers should reach the destination. The infrastructural facilities like

transportation, communications, and banking etc. play very important role in

attracting pilgrim’s to Sri LakshmiNarsimha swami Temple. The details are

given below:

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1) Transportation: Transportation facilities can be discussed under two heads i.e.

Transportation from various places to SriLakshmiNarsimhaswami temple,

Yadagirigutta. Transportation within the area of Sri Lakshmi Narsimhaswami

temple Yadagirigutta. Regarding transportation from other places to Sri Lakshmi

Narsimhaswami temple, Yadagirigutta, there is a wide network of transportation

facilities by road, rail etc. Yadagirigutta is about 60 kms from Hyderabad and is

well connected by both rail and road. There are number of buses Hyderabad,

Secunderabad and other parts of the state to Yadagirigutta. The nearest railway

station is Raigiri about 3 kms for passenger trains. After alighting at Raigiri, one

can take an auto rickshaws’ or tanga. The nearest railway stations for express

trains towards Vijayawada, Nagpur & Hyderabad are Bhongiri and Aler.

4.2.4 Promotion:-

The main purpose of promotional activities of tourism marketing is to create awareness

among customers and consumers about products and services offered by the firms to

increase the sales and to have an edge over other competitions. Advertising or publicity,

sales promotion, personal selling, public relations and divert marketing etc. are inclusive

of promotional activities.

I) Newspaper And Magazines :- Sri Lakshmi Narsimhaswami temple

devasthanam, Yadagirigutta advertises through various newspaper and

magazines about forth coming important activities, utsavams, special

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occasions as Brahmothsavams, Vaikuntaekadasi, modifications in sevas,

timings, sevas fees etc.

II) Television: Sri Lakshmi Narsimhaswami temple devastanam’sutsavams,

religious and cultural activities can be advertised in bhakti T.V channel

and S V B C.

III) Radio: - Sri Lakshmi NarsimhaSwami Temple Devasthanams Religious

Programmers and Important announcements can be broadcast over Radio.

IV) Wall Posters: -Sri Lakshmi Narsimha Swami Temple devastanam

advertises through wall posters pasted at important places. Derails of

special utsavams like Brahmothsavams are advertised through wall

posters.

V) Word of Mouth Publicity: - pilgrims satisfied with the services offered

by Sri Lakshmi Narsimha Swami Temple devasthanam during their

pilgrims to Yadagirigutta spread the information to others.

VI) Communications: - Sri Lakshmi Narsimha Swami Temple devasthanam

uses various types of communications to communicate with pilgrims and

others.

VII) Website: - Sri Lakshmi Narsimha Swami Temple devasthanam,

Yadagirigutta uses latest technology in communications for its

promotional activities to offer various services.

4.2.5 People

People element plays very important role in services marketing. In this context people

means the employees, who include front line staff, support personal, high contact

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employees etc. Most of the services delivered through people depend on selection of

employees, training, motivation and behavior.

I) Recruitment and Training: As per the requirements of the various

departments, staff will be appointed by placing notification in the media. Staff

is appointed on permanent, temporary/ad hoc basis and a few staff is taken on

deputation from AP government and other sources. Recently a few jobs are

getting done throughout sourcing.

Sri Lakshmi Narsimha Swami Temple devasthanam is providing excellent

benefits to its staff. Good pay scale with excellent perks including free medical aid,

reimbursement of various expenses by employees. Sri Lakshmi Narsimha swami

temple rewards its employees for their dedicated, devoted and determined service.

The real task for Sri Lakshmi Narsimha Swami temple staff is organizing of

Brahmothsavams and other special occasions.

II) Performance Management: The effectiveness of the staff is evaluated

through the quality of the services they render to the respondents. In this

regard the quality of the staff is classified as very good, average, poor and

very poor for the deep probe in the current study in respects of the following

services.

a) Responding To Inquiries

b) Booking Facilities

c) Services at accommodation

d) Services at arjita sevas

e) Services at darsan

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f) Services at Distribution of Prasadams

g) Services at Tonsure (Kalayanakatta)

h) Services at Cloak Rooms and free Chapel Stands

4.2.6 Process: The service process refers to how a service is determined to a customer. It

includes various decisions. Designing a service system, service process planning,

procedure for delivery of services, technology used in service processing etc. The process

should be such that it should enable to deliver the services quickly, promptly and

efficiently without hassles. The process must be user friendly and cost effective.

In the context of Lakshmi Narsimha Swami Devasthanam process refers to the

procedure involved in delivering various services such as darsan, sevas, accommodation,

Prasadams, food etc. Lakshmi Narsimha Swami Devasthanam has been reviewing the

procedures of delivering from time to time and bringing innovation through use of

information technology from time to time.

The process involved for the important services is briefly discussed below:

I) Dissemination of Information: Required information will be provided orally,

telephonic, correspondence and online.

II) Darsan: Devotees can have darsan in two ways. A. Free darsan. B. Paid darsan

a) Free Darsan: pilgrims can avail free darsan in two methods.

i) Free entry through Vaikunta queue complex-ii without any

formalities. It is open to all. But darsan through Vaikunta queen

complex takes 12 hours to 24 hours depending upon the number

of pilgrims.

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ii) Free entry through sudarshan tokens: devotees can take

Sudarshan/biometric tokens in the Sudarshan token counters

established by Lakshmi Narsimha swami devasthanams at

various points in Yadagirigutta. The advantage of this method is

that the time of entering the queue will be given through

biometric process. Pilgrims can have darsan through these

methods in 5 – 8 hours.

b) Paid Darsan: special darsan facilities are available for entry in to the main

temple for rs.25/-. Devotes have to take Sudarshan tokens by paying Rs. 25/-.

This facility may be availed through various information centers of Laxmi

Narsimha Swami Devasthanams in the state as well as country. The date and

time of darsan will be indicated in these tokens and pilgrims will be allowed to

enter the queue according to their timing. This will help the pilgrims to save

their time.

c) ArjitaSevas: The devotees can obtain ‘Arjitasevas’ tickets in one way current

booking.

i) Current Booking: Some sevas tickets are also sold one day in advance

at the Arjita office. The devotees have to come themselves to obtain

sevas ticket. This sevas tickets cannot be exchanged to others. The

tickets purchased under current booking are not permitted for

postponement of cancellation. Simultaneously pilgrims also can have

and (archanantaradarsan) sevas tickets.

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d) Transportation: Lakshmi Narsimha Swami Devasthanams operates buses from

Yadagirigutta; conduct package tours from Yadagirigutta and carries luggage

free of cost for the pilgrims who reach Yadagirigutta on foot. Lakshmi

Narsimha swami devasthanams also operates free bus services on Yadagirigutta

covering various points.

e) Allotment of Accommodation: pilgrims are provided with free

accommodation and ii. Paid accommodation at both Yadagirigutta.

i) Free Accommodation: Pilgrims can choose free halls where luggage canbe kept in the

lockers. Sleep in the common hall and make use of common toilets and bathrooms. A

deposit of Rs. 25/- per mat and locker is collected which is refundable. Only a few

minutes takes for the entire process. More than 75% of the pilgrims use These Facilities.

ii) Paid Accommodation: pilgrims are provided with paid accommodation at

central reservation complex (cro). Pilgrims after reaching Yadagirigutta has to go

to cro. The allotment will be made according to the availability of

accommodation. Pilgrims has to pay rent plus deposit for lockers at the payment

counter and obtain a computerized cottage allotment slip form the cottage

allotment counter. The room allotment is for 24 hours only. Deposit amount is

refundable at the time of vacating the rooms.

Lakshmi Narsimha Swami Devasthanams introduced on line booking service at

various information centers. Pilgrims can plan their visit to Yadagirigutta advance

and book accommodation, Arjita sevas and other paid services in advance.

Devotees can log onto www.yadagiriguttaonline.com and go for accommodation.

They can select the date and type of accommodation required. The money can be

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paid by credit card. Credit cards, which are having city bank gateway, only are

accepted. Once the money is collected, official receipt will be generated. The

devotees have to get the printed receipt. They have to show the receipt as well as

proof of identity at the internet counter located at Yadagirigutta.

Pilgrims can reserve accommodation 20days in advance by taking DD for

Rs.200/- (ordinary room) or rs.600/- (for a/c room) in favor of executive officer,

Lakshmi Narsimha swami devasthanams, Yadagirigutta and send it to the Dy.

executive officer, Yadagirigutta. The allotment letter will be sent to the party. The

party has to bring the allotment letter at the time of taking room. Pilgrims are

requested to mention the date of visit clearly to avoid any confusion. This helps

pilgrims for a comfortable and satisfied pilgrims it Yadagirigutta.

iii) Cottage Extension: pilgrims seeking extension for further date, have to go to

the cottage extension counter inoffice. In case accommodation is available,

extension will be given. There they have to pay additional rent. In case, due to any

problem pilgrim does not extend the cottage but stays for more than 24 hours,

he/she has to pay additional rent at the time of vacation and show the receipt at

the cottage sub enquiry.

iv) Cottage Vacation: at the time of room vacation pilgrims have to check their luggage

and hand over the keys to the attendant in the guesthouse. They have to see that the

vacation is entered in the computer and noted on the cottage slip given to them. They can

show the slip in any of the caution deposit refund counters and obtain the caution deposit.

Those who vacate the room, hand over keys and do not claim the caution deposit within

eight hours, the same will be credited to Hundi without any intimation.

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f. Security and Volunteers: Sri Lakshmi Narsimha Swami Devasthanams made

elaborate arrangements for the security and safety of pilgrims, their properties and

Lakshmi Narsimha swami devasthanams properties. Additional security and vigilance

personnel are drafted form A.P Police department in addition to the Lakshmi Narsimha

swami devasthanam security staff. All vehicles, pilgrims and their baggage are checked

and finally all pilgrims have to go through metal detector doors before entering the main

temple. Arms, ammunition, non-vegetarian food, alcoholic drinks etc. are strictly

prohibited from carrying to Yadagirigutta. Lakshmi Narsimha swami devasthanams

invites pilgrims as volunteers in to serve at various service points of their choice.

Pilgrims willing to serve in for at least one week have to inform well in advance for

allotment of service and to provide facilities for them.

g. Tonsure: Devotees fulfill their vows of tonsure in the Kalayanakatta. It is well

equipped with solar water heaters, fans, attached bath and toilets. It accommodates 500

pilgrims at a time. Every time a new blade is used for tonsure to ensure highest standards.

Tonsure is performed free of cost at Kalayanakatta and for Rs. 10/- at the pilgrims place

of stay.

h. Prasadam Counters: Prasadam of Lakshmi Narsimha Swami, also known as

prasadam laddu/ is as pious and popular as darsan of the lord. It is a custom and tradition

for every pilgrim to take Prasadams after darsan. Lakshmi Narsimha swami

devasthanams arranged special counters for different types of Prasadams i.e. free

prasadam counters, paid darsan laddu counters, arjita seva prasadam laddu counters,

donors’ prasadam laddu counters, etc.

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i. Annadana Complex: Lakshmi Narsimha Swami devasthanam issues free meals for

devotees after darsan inside the main temple complex. wholesome free meals is being

served at nityaannadana complex to 500 devotees on normal days and 1,000 on festivals

and special occasion as Brahmothsavams etc. from 9.00am to 11.00 pm every day with

the interest earned on donations made to ‘nityaannadana scheme’. Lakshmi Narsimha

Swami Devasthanams staff and Lakshmi Narsimha Swami Sevas volunteers dressed in

clean uniform serve fresh and hot food cooked by solar energy with discipline and respect

in a clean environment.

j.Archakas: Well-trainedarchakas/purohits offer service for performing rituals, puja and

other ceremonies along with regular activities. Pilgrims who wish to perform,

kesakanadana, ear boring, annaprasana, upanayanam, marriages etc., can contact

purohitasangham and their rates are fixed by Lakshmi Narsimha swami devasthanams.

Purohitasangham arranges puja materials on payment one day in advance and performs

rituals either at the regular place or at the cottages as per the convenience of the devotees.

K. Chapel Stand, Lockers and Cloak Rooms: Pilgrims can deposit foot were luggage,

electronic items such as cameras, cell phones etc., at Lakshmi Narsimha swami

devasthanams chapel stand, lockers and cloak rooms for free of cost. Pilgrims will be

issued a receipt on depositing their belongings and will be returned on production of the

deposit receipt issued to them.

4.2.7 Physical Evidence

Infrastructure and accessories provided at the place of transaction for the comfort

and convenience of Pilgrims plays vital role in the marketing of services. In the present

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study a deep probe was made to study the effectiveness of the physical evidence provided

by Sri Lakshmi Narsimha Swami Temple in the marketing of its services through

respondents. The physical evidence at the service point influences the Pilgrims.

Congenial and clean environment, proper arrangements for comfortable stay during their

visit, ambience etc., makes all the different to a Pilgrims.Made Sri Lakshmi Narsimha

Swami Temple elaborate arrangements for the comfort and convenience of the visitors.

The present study is made to find the rating of the following various arrangements

(physical evidence) made at Yadagirigutta.

a) Information centers: Sri Lakshmi Narsimha Swami Temple uses official website as

information to inform the public about Temple.

b) Information material: Sri Lakshmi Narsimha Swami Temple distributes colorful and

attractive booklets, palm plates, calendars and picture cards printed with different

beautiful locations of Temple, posters etc. information material free of cost to all.

c) Communication facilities: Sri Lakshmi Narsimha Swami Temple uses all the modern

technology for its communication purpose.

d) Seating arrangements: This Temple made elaborate seating arrangements and rest

places for visitors to relax and rest at various places all over Yadagirigutta.

e) Illuminations: Sri Lakshmi Narsimha Swami Templeis famous for its decorated

lighting. The entire the Temple is illuminated with bright lighting. Settings, buildings,

and every object is decorated with lights.

f) Sign boards: sign boards with directions, cautions, location maps etc. are placed all

over Temple.

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g) Souvenirs and gift articles shops:Different articles including clothes, handicrafts,

leather goods, perfumes, small electronic items, albums, hats, handbags etc. are sold

at various souvenir shops located at different places at Yadagirigutta.

h) Interior Decoration: Yadagirigutta decorated all its interiors tastefully by

professionals from home and abroad. Every part of Yadagirigutta is unique in style,

decoration, ambience etc. Every care is taken to put the right color, paintings, wall

hangings, chandeliers, furniture, carpets etc. to enhance the image and beauty.

i) First aid and Medical facilities: Adequate first aid and medical facilities are made for

treatment of minor illness or accidents. Yadagirigutta has a clinic with a full time

doctor and staff with necessary medicines and equipment.

j) Spittoons and Dustbins: visitors at Yadagirigutta are requested not to spit and throw

garbage/ waste in open, which creates unhygienic and dirt environments. To

overcome this problem Yadagirigutta arranged dustbins and spittoons at various

places, which are cleaned frequently.

k) Toilets and Bathrooms: clean and neat bathrooms and toilets are located at different

places for the convenience of the visitors to Yadagirigutta.

l) Road and transportation: BT roads all over for the comfortable journey of the visitors

inside Yadagirigutta. At some places tiles are fixed for good look.

m) Drinking water points: Cool and fresh water is available all over at Yadagirigutta free

of cost.