Push Pull Theory

1477 Words6 Pages
General Introduction
A wedding is a crucial part of a person’s life and is prevalent in cultures all over the world. Traditions and the type of ceremony varies from region to region due to the differences in culture and also religion. It can be said that despite these differences weddings are one common thing that unites the cultures of the world. A wedding gives the chance to bring family and loved ones close and thus promotes relationships.
Maldives despite being a small nation with a population of 364465 as of April 2016 (WPR, 2016) has a considerable number of weddings each year. The venues of weddings range from hotels to convention centers to outdoor venues such as beaches and parks. Maldivians spend a sizable amount on their weddings
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According to Manikandan & Rajamohan (2014) “Motivation can be described as the driving force within individuals that impels them to action”. As peoples motivation come into place decisions are formed and thus action is taken. One of the theories that help identify this theory is the push-pull theory. In order to effectively market a particular venue, it is indispensable to understand both push and pull factors and the relationship between them. Insight into the interaction of these two dimensions can help marketers and restaurant and hotel developers segment potential customer groups and determine the most successful coupling of push and pull factors. Moreover, applying push-pull theory to the selection of wedding venues enriches both the theoretical understanding and the field of wedding research, and can thus provide effective marketing strategies to practitioners in the wedding venue business (Guan,…show more content…
As the aim of the study is to find out the push and pull factors that motivate consumers in selecting wedding venues, primary data was collected for this purpose. The primary data was collected through google forms and the target audience was all Maldivians above the age of 18 as the legal age for marriage is above the aforementioned age. The data was collected in quantitative form and quantitative analysis was done. The quantitative data is represented in the form of tables and charts while their significance is described in detail in the explanation. References to past studies have been used as well in order to make the study more thoroughly detailed and as a comparison to the current existing
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