Marketing Consulting Group conducted comprehensive marketing research of the wedding services market in Kyiv.
The client needed information about the market volume to make a decision on the feasibility of launching the Wedding Hub project in Kyiv, as well as to choose a price segment.
The following information gathering methods were used in the research process
- Survey of young women who celebrated their weddings in 2015—2017
- Survey of specialists in the field of wedding organization
- Exit poll near Kyiv Civil Registry Offices
Results
- The market volume in monetary and quantitative terms for two years was determined.
- Market segmentation was carried out, and segments of interest to the client were analyzed—socio-demographic characteristics of brides from above-average segments were identified.
- The average check and price range per guest for a wedding ceremony were shown.
- The partial expenditure volume for food and service, alcohol, and decor within the overall wedding budget was analyzed.
- Location selection criteria were described.
- The most common services during a wedding were reviewed.
- Specifics of wedding organization in Kyiv were studied.
- The best wedding venues in Kyiv were reviewed.
The answer to the question about the factors under which the launch of a new wedding venue would be successful was found.
The client received the results in the form of a presentation, where all the material gathered during the extensive work was concisely presented as infographics. For confidentiality purposes, all data has been altered.
