Transformation of Wedding Ritual Culture and Change in Consumer Behavior Patterns in the Context of Choosing a Wedding Confectionery Manufacturer

Student: Pavlovskaya Marina

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2021

The objective of the study is to find out specifics of culture transformation and consumer behavior patterns when choosing a wedding confectionery manufacturer. Interviews of eight young couples and a survey of three hundred people who celebrated their wedding less than a five years ago are presented in the study as a research method. The respondents are selected on a screener. The study has a mixed design. The expected result of the study is to confirm the hypothesis that the involvement degree in the digital environment and the level of conventional family traditions equally affect the range of choosing a wedding confectionery manufacturer. A theoretical chapter, a two empirical chapters, analysis, results interpretation and conclusions make up the structure of the work. Key words: culture transformation, consumer behavior transformation, globalization, traditions, wedding, wedding cake.

Full text (added May 24, 2021)

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