Assistant professor, Shri Chimanbhai Patel Institute of Business Administration, Affiliated to Gujarat University, Ahmedabad, Gujarat
Online published on 11 October, 2019.
Slowly and gradually the concept of hiring wedding planers has entered into Indian mindsets. New generation; having lots of activities to do at a same time, do not having much energy, is mostly found time scarce and easily swayed towards acculturization, is now willing to hand over the most euphoric event of one's life to the wedding planners. This cultural change brought an idea to know the views of people of Ahmedabad about this new change. The purpose of the study was to know what majority of the people of Ahmedabad are aware about the wedding planners, how much amount people are ready to spend on the marriage function, where do they seek information about arranging the different programs related to wedding, why people want to hand over the entire wedding program to wedding planners. To answer the above, a descriptive study of 100 people of different age groups from the different parts of Ahmedabad was conducted with the sample chosen on convenience base. A structured questionnaire was given to them to record their views. The findings of the study revealed that a marriage function consists of 4 days-mehendi, sangeet, cocktail/bachelor/hen party/spiritual event like mata ki chowki and wedding cum reception. People are ready to spend around 10 lakhs to 20 lakhs of amount on the entire wedding events. Due to very hectic and stressful life nowadays they would like to hire the wedding planner who is experienced and is suggested by someone close because they are too busy to handle the entire wedding arrangements.
Wedding, Euphoric Event, Wedding Planner, Word-of-mouth, Marriage Functions
