• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)SearchMenu

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

ФИО студента: Marina Pavlovskaya

Руководитель: Alexander Mannin

Кампус/факультет: Faculty of Communications, Media, and Design

Программа: Advertising and Public Relations (Bachelor)

Оценка: 7

Год защиты: 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)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses