Influence of

cinema on the
choice of
different aspects of
a destination
wedding
location
Group 2
Section-A
Introduction

● The Indian wedding industry is the second-largest in the world, India is home to 1
crore weddings every year
● The wedding market in India is pegged at INR 110,000 crore of which around INR
23,438 crore can be attributed to a destination wedding
● The figure is expected to double at an astounding rate to INR 45,000 crore by the
end of 2020, thriving at 25-30% per year.
● The destination wedding market in India has witnessed a robust increase in trend
and revenues in the recent years.
Research Methodology

Primary Research: Survey with potential TG

Secondary Research:
● Identifying a set of most popular destinations placed in a sample set of movies
● Identification of a set of most popular destinations for destination weddings through
articles, blogs, and research materials online
● Business model of destination weddings as adopted by most of the wedding
planners
● Finding out the top wedding planners for destination weddings
● Researching about the factors involved in influencing the choice of destination for
wedding
● Existing marketing strategies adopted by wedding planners

Analysis and Interpretation-

Secondary
Data
Identifying a set of most popular destinations placed
in a sample set of movies

● Yeh Jawaani Hai Deewani - The Oberoi Udaivilas, Udaipur

● Shaandaar - A Castle in Yorkshire
● Band Baaja Baaraat- Lallgarh Palace, Bikaner, Laxmi Vilas Palace
● 3 Idiots - Woodville Palace Hotel, Shimla
● Student of the Year- Banyan Tree Samui Hotel, Thailand
Identification of a set of most popular destinations
for destination weddings through articles, blogs,
and research materials online
India International Popular Wedding Blogs in India
● Goa ● Thailand ● Marry Me’s
● Mussoorie ● Sri Lanka ● Madrasi Bride
● Udaipur ● Indonesia ● The Maharani Diaries
● Hyderabad ● Maldives ● Indian Wedding Site
● Kerala ● Dubai ● Weddingz
● Jaipur ● Mauritius ● Wedding magazine
● Alwar ● Italy ● Frugal2fab
● Jodhpur ● Oman ● Maharani Weddings
● Nainital ● Peaches & Blush
● Jaisalmer ● The Delhi Bride
Data obtained from Primary Research Survey
Famous destination from movies Recall Popularity as a destination
wedding location

Oberoi Udaipur Villas 5 1 (53/105 respondents)

Castle in Yorkshire 2 4

Agra 4 4

Ladakh 1 4

Mahabalipuram Temple 3 2 (26/105)

Munnar 7 5

Dalhousie 8 5

Laxmi Vilas Palace 6 3 (24/105)

 Factors involved in influencing the choice of
destination for wedding

● Age group
● Income group
● Profession
● Family type
● No. of guests
● Marriage type - Love/ Arrange
● Budget for wedding
● Wedding planner - Self/ Hire
● Connectivity from the destination
● Photography, Videography and Social media
Primary Research and Inference
❖ Cluster Analysis- On the basis of the influence of the
movies on the following aspects of a wedding:
➢ Outfits
➢ Decor
➢ Destination
➢ Ceremony and Ritual
➢ Gifting
➢ Photography and Videography
❖ Chi-Square Analysis between the identified clusters and different demographic
variables
➢ From the tests we inferred that number of people cluster no. 1 and 2 are quite similar
with respect to- Age, Gender, City
❖ Chi-Square Analysis between the identified clusters and different factors taken into
consideration while selecting the destination wedding location

➢ Significant differences were found between the 4 clusters on all the factors
taken into consideration while deciding on the destination wedding location
➢ Cluster 1 showed the highest dependence on all the parameters, followed by
Cluster 2.
❖ ANOVA Analysis- Influence of Wedding portrayal in Movies on choice of
Destination Wedding
➢ Cluster 1 (Extravagant) showed the highest mean value
Inference
● With the help of this research, we can segment
the different cohorts within the Target market:
○ Identify the most profitable segments
○ Devise the marketing budget accordingly
○ Specific marketing strategies to attract
the different segments
Thank
you!