Miniwedding: economia ou tendência?

Abstract

A striking event in most people's lives is marriage. Currently it does not necessarily follow a traditional ritual and consumption patterns for the celebration. Much of the Marketing Compound from the outside environment influences the purchasing decisions of goods and services for the wedding celebration. Even in modest social classes the event is a dream of the couple and often of the parents, so the investment for this realization becomes monetarily high for a positive image before society, status, family tradition or even the couple's profile. This pattern of consumption has changed in recent years with the emergence of the intimate wedding mini-wedding, a style of marriage already practiced in Europe and North America, which is a marriage with fewer guests, a factor that may reflect in a wedding more economical or full of customization and chic for the guests, following only a trend of this ritual. The objective of the research is to identify the factors that encouraged couples to adhere to intimate marriage, being an economic factor or the dissemination of this culture of celebration as a trend in different social classes. For the analysis, an exploratory and qualitative research was carried out with the application of questionnaires in order to investigate these client patterns and to identify these aspects in the behavior of consumers in relation to the consumption of intimate marriages. Finally, data analysis indicated a significant increase in the public able to make a mini-wedding much due to the financial cost; however the social factors, intimate couple profile, reduced guest number and trend have become significant in that they lead consumers to positive adherence to this model of marriage and more often.