To Study the Consumer Perception Towards Wedding Planners Among Residents of Ahmedabad City

Devanshi Doshi; Meet Gajera; Prof. Jignesh Vidani

doi:10.59890/ijbmp.v2i1.1214

Authors

Devanshi Doshi L.J. Institute of Management Studies, LJ University
Meet Gajera L.J. Institute of Management Studies, LJ University
Prof. Jignesh Vidani Assistant Professor L.J. Institute of Management Studies, L J University

DOI:

https://doi.org/10.59890/ijbmp.v2i1.1214

Keywords:

Wedding planner, Consumer Perception, Age

Abstract

This research paper aims to provide valuable insights into preferences, attitudes and expectations of customers in hiring a wedding planner, by investigating the consumer perception towards wedding planners among the local residents of Ahmedabad city. Understanding consumer attitude and perception becomes important as wedding industry is changing their dynamics and demand for professional help is increasing. The study involves collection of demographics as well as industry related information from the participants. Theoretical framework which emphasis the significance of consumer perception in forming purchasing and hiring behavior of the customer (Kotler and Keller, 2006). The sampling method used in this research is stratified random sampling technique to ensure participant selection from different socio-economic backgrounds within locals of Ahmedabad city. The factors which were taken into consideration were, budget consideration, personal preferences, wedding size and complexity, previous experience and recommendations and reviews. Analysis done shows that there are features beyond age which affects decision of consumer in hiring a wedding planner. This is to contribute valuable insights to academic as well as industry professionals. There is a future scope for research to indicate different factors which influences decision making of the customer. This study not only enlighten on the present situation of consumer attitude but also to provide foundation for future research in related fields in Ahmedabad city. These outcomes are expected to be beneficial for wedding planning services, seeking to increase their quality of services and for consumer looking to have more informed choices in this diverse industry.

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