Vai ter festa? O consumo simbólico da comemoração de um casamento

Abstract

This paper presents a study of the meaning and significance of the wedding party for brides, besides analyzing the social groups that influence their choices and how is the supplier of the hiring process. So, first, a discussion of the origin of marriage making a quick comparison between the old and the contemporary marriage will be presented soon after will address consumer behavior, symbolic and conspicuous consumption and marketing services. As to research methodology approach will be qualitative, aiming at the realization of exploratory research with in-depth interviews, with the aim to encourage interviewees to speak freely and personally, thus exposing, their true opinions and motivations of the importance and party sense marriage. Thus, nine brides were interviewed who were with officially scheduled event and had already hired some vendors for the event. Later, there was transcribing the interviews and content analysis. The survey results indicate that the party is very relevant in the lives of most interviewed brides, because they believe that marriage happens only once in life and it is a very important and this so unique moment transition should be executed with party, friends and family.