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@article{176263,
        author = {Dhanush BV and Srishti Alias Sanjana Sandeep Virdiker and Moksha Vora and Muhammed Osman and Muskan Gupta and Muttukuru Vishal Sai and Dr. Ravichandran K},
        title = {Tech Meets Tradition: Exploring Online Emergence in Wedding Services},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {11},
        pages = {5006-5017},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=176263},
        abstract = {India's wedding industry is a multi-billion-dollar, culturally deep, emotionally deep, and highly formalized industry. Traditionally, wedding planning is founded on face-to-face communication, word of mouth within families, and local networks of providers. Over the past decade, though, there has been steady change driven by the increasing popularity of smartphones, increased internet penetration, and the arrival of technology-savvy millennial and Gen Z consumers. The convergence of technology and this highly cultural ritual is opening up opportunities for innovation, convenience, and transparency though with its own set of challenges.
This research report, "Tech Meets Tradition: Examining Online Emergence in Wedding Services," aims to explore this new terrain by examining how online websites are transforming the process of discovering, evaluating, and booking wedding services. It gathers information from individual consumers (those who plan, attend, or organize weddings) and business vendors (those who offer services like venues, catering, decor, photography, etc.), providing a 360-degree picture of this digital disruption.
A carefully constructed questionnaire was used to collect qualitative and quantitative information from 125 respondents comprising 90 individuals and 35 wedding service providers. The primary aim of the survey was to probe usage patterns, comfort with technology, problems that have been experienced, desired features, and adoption intentions for electronic platforms. Findings record broad ranges of expectation and experience and provide useful insight into market readiness and unmet needs.},
        keywords = {Indian Wedding Industry, Digital Transformation, Online Wedding Services, Consumer Behavior, Technology Adoption},
        month = {April},
        }