Perspective of consumer behaviour and utilitarian

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Reference no: EM132211212

For this discussion, we will be looking at the wedding industry from the perspective of consumer (purchase) behaviour, utilitarian and hedonic value.

The average cost of a wedding in Canada today is approximately $30,000 according to various sources … and this is before the honeymoon trip is factored in. A 2015 poll conducted for Global News discovered that Canadian couples believed that their wedding should cost under $9,000.

This is a $21,000 gap.

Global How Much Canadians Spend on Weddings Will Surprise You

What happens to create such a big difference between engagement day (or earlier) thinking and the wedding day spending reality for some brides and grooms?

In your discussion, discuss how “brides and grooms to be” in developed countries like Canada make purchase decisions for their weddings? Which types of wedding-related decisions provide utilitarian value? Which types of wedding-related decisions provide hedonic value and how do hedonic decisions get rationalized? (Which wedding-related purchases do the bride and groom want to make and which are driven by tradition, family, friends, culture etc.)

For the weddings industry overall, will “materialistic” weddings continue to flourish or will today’s millennial generation and the generations that follow bring down the average costs of weddings? If you believe that the average cost will go down, why do you think this will happen?

Support your response with consumer behaviour research and examples. A minimum of two reliable sources is required. (Preferably academic sources.)

Write a 400-600 word post that reflects your opinion and research findings about this topic and the questions above in bold.

Reference no: EM132211212

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