Consumer behavior toward themed wedding

Abstract

Themed wedding is one of the hottest trends in the world that has been exported globally. There can be an endless opportunity in the wedding market for themed wedding just as there is in many developed countries. There is a need to see if there is a demand for themed wedding in Vietnam market.

This study discusses on the consumer behavior toward themed wedding. The

study collected the data through survey and interview to explore the factors that influence the demand for themed wedding, focus on Ho Chi Minh City market. Both quantitative and qualitative methodology had been used as the primary data collection. The survey was conducted with 150 respondents with sixteen questions. Moreover, semi structured interviews with three wedding planners from Confetti, Bliss and TMC were tape-recorded and transcribed to see the gap from the perspective of consumer and wedding planner. The research found that people may not be aware of the new term “themed wedding”, but they are interested in using this type to create a special memories in their wedding. To my knowledge, these are unique findings that can contribute to the development of marketing strategy for themed wedding in Vietnam.