Understanding the Role of Wedding Planners: A Study on Consumer Perceptions in Coimbatore

Abstract

The wedding industry in India has seen significant growth in recent years, with couples increasingly opting for professional wedding planners to manage and organize their special day. This study aims to explore how consumers in Coimbatore perceive the services offered by wedding planners. Coimbatore, a city known for its rich cultural heritage and modern developments, presents a unique context where traditional wedding practices are often combined with contemporary preferences. In this context, the present study aimed to examine consumer perception towards wedding programs in Erode. A descriptive research design was employed, utilizing both primary and secondary data sources. Primary data were gathered through a structured questionnaire administered to consumers who had organized marriage functions using wedding planning services. The questionnaire, based on a 5-point Likert scale, assessed various dimensions of service quality. A total of 112 respondents were selected through random sampling. Secondary data were collected from published books, journals, research articles, and reliable online sources. The collected data were compiled in MS Excel and analyzed using SPSS version 26.0, employing statistical tools such as percentage analysis, mean score, standard deviation and ANOVA. This study noticed from the analysis that there is a significant difference in the mean perception towards wedding programs with respect to the selected variables like frequency of making events and assessment of service quality among the respondents.