Consumers' intention to hire wedding planners: a study of selected cities in Northern India

Abstract

This paper is an attempt to identify and understand the factors responsible for consumers' intention to hire wedding planners. Wedding planning is a combination of both tangible and intangible products such that wedding planner provides the service of managing events and purchase of related items (gifts, jewellery and dresses, etc.) on behalf of the consumer. The literature review revealed that factors like perception, motivation, attitude, trust and social pressure are responsible for consumers' intention to hire wedding planners. To study the topic, data have been accumulated from three cities, i.e. Delhi, Ludhiana and Chandigarh. The results reveal that factors like trust on wedding planners, perception towards wedding planning firms, motivation and societal pressure have significant influence on consumer's intention to hire wedding planners. Thus, this study helps in understanding the main factors responsible for diverse consumer behaviour.