Planning a Wedding: Consumption behaviour of Bridal Magazines and Website Usage
Australian and New Zealand Marketing Academy Conference
Faculty of Business and Law
School of Business / Centre for Innovative Practice
This paper discusses the usage behaviour of brides-to-be in terms of bridal magazines and websites. Four hundred and forty six brides-to-be were questioned on their usage and attitudes toward print (magazines) and online (websites) when gathering their wedding planning information. Results indicated that respondents in this liminal state of moving from single to married status were clearly focused on investigating wedding products and services and extensively use both forms of media. Differences were evident in respondents’ usage of each medium dependent on wedding budgets, the particular wedding planning stages and the perceived comprehensiveness/ease of use of each medium. As a result it is extremely important for bridal magazines to have a website counterpart or extension, to increase their level of brand loyalty. These findings extend contemporary research into magazine consumption and introduce the uniqueness of the bridal media market. Implications for the bridal magazine industry are discussed.