Honors Theses and Capstones

Date of Award

Spring 2024

Project Type

Senior Honors Thesis

College or School

PAUL

Department

Marketing

Program or Major

Marketing and Entrepreneurial Studies

Degree Name

Bachelor of Science

First Advisor

Rebecca Toppin

Abstract

In attempts to examine the influence vendors have on consumers within the wedding industry, this study investigates the emotional and financial extremes brides will achieve to attain their definition of a “perfect” day. Additionally, the research shows the relationship between consumer behaviors related to wedding spending. The findings highlight the economic impacts associated with the bridal industry and the trends that define it. Couples value their wants and needs with their desire to be married. Although vendors can dictate their margin of the market, the couples getting married hold the purchasing power. During the search for secondary research, there was a lack of academic analysis of the bridal industry. There are fewer research publications on the bridal industry in comparison to other sectors of the wedding industry, allowing for the opportunity for novel research and analysis. This publication digests the current 2024 bridal and wedding trends that focus on consumer spending. Overall, this thesis serves as research for market researchers or future entrepreneurs entering the wedding industry.

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