FACTORS AFFECT ON CONSUMERS’ INTENTION TO HIRE WEDDING PLANNERS; SPECIAL REFERENCE TO COLOMBO DISTRICT
No Thumbnail Available
Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Uva Wellassa University of Sri Lanka
Abstract
Abstract
Wedding planning industry is receiving more attention and it is still developing industry. It is
going to be a massive industry which fulfill the dreams and desires of the customers. The
industry provides a good opportunity for people to achieve their expectations and make the
wedding day memorable. Gradually, the concept of hiring wedding planners has entered into
the wedding planning industry. The new generation prefer to provide a unique experience to
the participants as well. Therefore, they tend to handover the whole wedding to a wedding
planner. The purpose of the study is to explore why people want to hire a wedding planner and
what are the influencing factors to hand over the entire wedding to a planner. Some literature
reviews have revealed that attitude, motivation, perception, social pressure and trust are some
responsible factors for consumers’ intention to hire wedding planners. To answer the above
problems descriptive study has conducted & 100 people belongs to different age groups have
contributed to the study with the sample chosen on convenience based. The study applies to
Colombo district due to number of wedding planning companies have registered under Event
Management Association (EMA) A structured questionnaire was distributed to the consumers
to record their point of views. This study is conducted from consumers’ perspective. The
research design was quantitative approach and a structured questionnaire was distributed to the
consumers to record their point of views. The questionnaire was formed reviewing literature
reviews. The population was married couples in Colombo district. The research researcher
reached to the population through registered wedding planners under Event Management
Association (EMA) and hotels in Colombo district. Smart PLS software & SPSS software has
used to analyze the data. The findings of the study revealed that there is a relationship between
consumers’ attitude and consumers’ intention to hire wedding planners and there is a
relationship between consumers’ motivation and consumers; intention to hire wedding
planners. Due to the hectic and stressful life, nowadays the couples prefer to hire a wedding
planner and hand over the entire wedding program to the planner
Key words: Wedding planning, wedding planner, Consumer behavior, Methodology
Description
Keywords
Hospitality, Tourism and Events Management degree programme (HTE)