Exploring the drivers of status consumption for the wedding occasion
Bikram Jit Singh Mann
Guru Nanak Dev Univeristy, Amritsar
Supreet Kaur Sahni
Guru Nanak Institute of Management and Technology, Ludhiana
Introduction
Marriage, especially in India, is one of the most celebrated events in the life of a person. It is considered a sacred social institution, where a man and a woman take decision to lead a life as husband and wife, established by legal commitments and religious rituals, which is formalised through a wedding ceremony. A wedding celebration is also a time to gather friends and relatives and flaunt one’s...