Luận văn thạc sĩ UEH factors afecting couples decision amking in comtemporary wedding event

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

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Dinh Thi To Nhu

FACTORS AFFECTING COUPLE’S

DECISION MAKING IN

CONTEMPORARY WEDDING EVENT

DECORATION: FAMILY INFLUENCE,

SOCIAL STATUS, AND PERSONAL

VALUES

MASTER OF BUSINESS (Honours)

Ho Chi Minh City – Year 2014

LUAN VAN CHAT LUONG download : add [email protected]

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

Dinh Thi To Nhu

FACTORS AFFECTING COUPLE’S

DECISION MAKING IN

CONTEMPORARY WEDDING EVENT

DECORATION: FAMILY INFLUENCE,

SOCIAL STATUS, AND PERSONAL

VALUES

ID: 22110040

MASTER OF BUSINESS (Honours)

SUPERVISOR: Dr. VO THI NGOC THUY

Ho Chi Minh City – Year 2014

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i

Tables of Content

Chapter 1: Introduction ...........................................................................1

1.1 Research background ............................................................................1

1.2 Research objectives ..............................................................................3

1.3 Scope of the study and methodology ....................................................4

1.4 Research contribution ...........................................................................4

1.5 Research structure ................................................................................5

Chapter 2: Literature review ..................................................................7

2.1 Concept of contemporary wedding and wedding event decoration .....7

2.1.1 A contemporary wedding ..................................................................7

2.1.2 Wedding event decoration .................................................................8

2.2 Definition of Consumer behavior and theories of factors

affecting consumer purchasing decision ....................................................8

2.3 Previous researches about factors affecting couple’s decision

making and identifying hypotheses in this study .......................................10

2.3.1 Family influence ................................................................................11

2.3.2 Social status .......................................................................................15

2.3.3 Personal values ..................................................................................16

Chapter 3: Research Methodology .........................................................21

3.1 Research process ..................................................................................21

3.2 Research design ....................................................................................22

3.3 Measurement scales ..............................................................................23

3.4 Quatitative pilot research and results ...................................................25

Chapter 4: Data Analysis .........................................................................29

4.1 Descriptive statistic of sample ..............................................................29

4.2 Adjustment of hypotheses and research model ....................................37

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4.3 Testing of normal distribution ..............................................................38

4.4 Regression analysis ..............................................................................39

4.5 Findings ................................................................................................42

Chapter 5: General conclusion ................................................................46

5.1 Contributions of research .....................................................................46

5.1.1 Theoretical contributions ...................................................................46

5.1.2 Managerial implications ....................................................................47

5.2 Limitations and further researches .......................................................48

5.3 Conclusion ............................................................................................49

References

Appendix

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iii

List of Figures and Charts

Figure 2.1 Conceptual model: Factors affecting couple’s decision

making in contemporary wedding event decoration: Family influence,

social status and personal values ................................................................19

Figure 4.1: Adjustment model of the research ...........................................37

Chart 3.1 Research process .........................................................................21

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iv

List of Tables

Table 2.1 Theories of factors affecting consumer purchasing decision .....10

Table 2.2 Variables and previous researches .............................................11

Table 3.1 Cronbach alpha result of pilot test ..............................................26

Table 3.2 KMO and Bartlett's Test result of pilot test ................................26

Table 3.3 Pattern Matrix result of pilot test ................................................27

Table 4.1 Demographic statistics result ......................................................30

Table 4.2 Cronbach’s Alpha result of all variables ....................................32

Table 4.3 KMO and Bartlett's Test result of independent variables ..........33

Table 4.4 Pattern Matrix of items ...............................................................34

Table 4.5 KMO and Bartlett's Test result of Dependent variable ..............36

Table 4.6: Pearson Correlation Coefficient result ......................................39

Table 4.7 Regression Analysis and Anova’s test Result ............................41

Table 4.8: Hypothesis testing .....................................................................44

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Abstract

Many recent years, Vietnamese young couples tend to organize their wedding event

including many items of decoration such as photo booth, gallery table, aisle décor, stage

backdrop, guest tables’ decoration and lighting system. This absolutely generate more

expense for their wedding; however they still determine to use the service. So, what

factors really affect consumption in wedding reception decoration?

The aim of this thesis is to investigate and identify the real impacts on couple’s decision

making in contemporary wedding event decoration, and to provide practical contributions

for all suppliers of this field in Ho Chi Minh City for the next years. This study was

conducted in from September 2013 to April 2014 in inner areas of the city. 135 couples

who have just married within three years that used wedding event decoration served as

subjects in a study designed to investigate. All responses of the questionnaires were made

on a 5-point Likert scale with the five elements that required investigating, including

family relations, wife/husband attitudes, social status, conformity and the need of

uniqueness.

The results reveal that social status is the most important impact on the decision making

of couples to use the wedding event decoration. In addition, the communication of family

members with couples makes a strong effect on their final decision. Factors of

conformity, the need of uniqueness and wife/husband attitudes also effect on couple’s

decision making.

Keywords: couple’s decision making, family relations, husband/wife attitudes, social

status, conformity, need of uniqueness, wedding event decoration, Ho Chi Minh City

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1

Chapter 1: Introduction

This chapter is a beginning of the thesis that includes five sections. The research

background is firstly presented. Then, the research objectives of the thesis are

discussed. The chapter also introduces the contribution and scope of the study.

Finally, the research structure is presented.

1.1 Research background

Gidoni (2000) states that a contemporary Japanese wedding consists of traditional

customs and Western-style ceremony because of economic motivations.

Similarly, a contemporary Vietnamese wedding combine the two parts. After

wearing traditional outfits to join in a traditional wedding ceremony with a list of

rituals, bride and groom are ready to change their custom to Western style ones to

celebrate their wedding event with their friends, colleagues and relatives in a

public institution. In this event, many items of a Western-style wedding can be

applied such as white wedding gown, wedding cake, champagne fountain,

dancing performance (Nguyen & Belk, 2012) and decoration. Because of

generating many things for a wedding event, budget for a contemporary wedding

is certainly higher than in the past. According to a report of Home Credit group,

an average of wedding budget of a couple is around VND100 million for 300

guests (Le, 2013).

Wedding industry is more attractive for investors such as wedding event and

convention, photography, wedding dress and make up, and decoration. A report

of Doanh Nhan Sai Gon (2013) provides information of VND ten thousand

billion of profit in wedding event and convention field, an increase of 15%

compared to the last year. More and more wedding dress stores and studios have

opened with many updated-Western styles in their showrooms. Particularly, in ten

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