2. An exploratory study of decision makers for
choosing wedding banquet venues: push and pull
motivations
PUSH & PULL FACTOR
The push factor involves a force which acts to drive people away from a place.
The pull factor is what draws them to a new location.
RELATIONSHIP BETWEEN MOTIVATIONAL FACTORS & DEMOGRAPHIC
INFORMATION
3. INTRODUCTION
WEDDING BANQUET
FEW STUDIES ON CONSUMER BEHAVIORS FOR SELECTION WEDDING
BANQUET VENUES(LAU & HUI 2010) (IN CHINA ONLY)
PUSH & PULL THEORY APPLIES ON TOURISM
(INTERNAL FORCES & EXTERNAL FORCES)
4. LITERATURE REVIEW
WEDDING INDUSTRY IN CHINA
NEW COUPLES REGISTRATION 12M
REVENUE IN WEDDING INDUSTRY ￥750 BILLION- ￥800 BILLION
FOCUSING WEDDING BANQUETS
TRIDITIONAL & MODERN BANQUETS
TRIDITIONAL WEDDING IN RURAL AREAS
MODERN WEDDING IN URBAN AREAS (YOUNG COUPLES)
5. WEDDING BANQUET VENUES
SELECTION IS A SIGNIFICANT DECION-MAKING PROCESS
GOAL OF SELECTION
(TO CREATE CELEBRATORY ATMOSPHERE)
(TO ENSURE PHYSICAL & EMOTIONAL COMFORTS TO GUESTS)
VAN DER WAGEN AND CARLOS ( FACILITIES & OTHER THING OF
BANQUET)
RESTURANTS V/S BANQUETS
6. CUSTOMER MOTIVATION & PUSH-PULL FACTORS
CUSTOMERS INDIVIDUAL NEEDS (BUGDET)
DESIRE & ENERGY FOR PRODUCTS & SEVICES
McGUIRE (MASLOW NEED THEORY) ( FIVE LEVELS)
7. PUSH & PULL THEORY
In the push pull thoery there are motives and incentives.
The motives are the "push" part and the incentives are the "pull" part.
Motives push a person into action toward an endstate. (hunger).
Incentives pull a person toward an endstate. (chocolate).
Biological factors also contribute to the push pull theory. Biological variables are
sources internal or witin a persons body or brain.
11. Purpose of Study:
The objectives of the study were to:
Identify the primary push factors that motivate decision makers when selecting wedding banquet
venues.
Identify the primary pull factors that motivate decision makers when selecting wedding banquet
venues.
Explore the relationship between push and pull factors across demographic variables including
“relationship with the new couple”, “personal monthly income”, and “wedding banquet budget”.
12. Research Questions:
The following questions were used to guide this study:
What are the influencing push factors for decision makers when they choose wedding banquet
venues?
What are the influencing pull factors for decision makers when they choose wedding banquet
venues?
Are there any differences in the push and pull factors across demographic variables including
“relationship with the new couple”, “personal monthly income”, and “wedding banquet budget?
Are there any relationships among the push and pull factors in the study?
13. Significance of study:
In spite of the significance of the wedding business in the hospitality industry only few studies
have been conducted regarding wedding banquet venues in Chongqing. In particular, very little
is known about the motivational factors of consumers in the wedding industry of Chongqing. To
fill this knowledge gap, this study made the first attempts to utilize push-pull theory to
investigate customer motivation in choosing banquet venues.
Moreover, applying push-pull theory to the selection of wedding banquet venues enriches both
the theoretical understanding and the field of wedding research, and can thus provide effective
marketing strategies to practitioners in the wedding banquet venue business.
15. Survey Site
The city of Chongqing is a major city in Southwest China. Chongqing is one of the
four direct- controlled municipalities in China, along with Beijing, Shanghai, and
Tianjin.
Statistics Report released by the Chongqing Statistics Bureau (2013) indicated
that Chongqing’s gross domestic product (GDP) was ￥1.265669 trillion in 2013
with the increase of 12.3 percent compared with that in 2012,
which was the second fastest growth rate in China
Therefore Peoples of Chongqing has great disposable income that they spend on
their weeding's.
16. Survey site
The Chongqing Bayu Humble House F&B Ltd was chosen for data collection.
Chongqing Bayu Humble House F&B Ltd. was established in 2006 ,
Chongqing Bayu Humble House F&B has an outstanding reputation as one of the
most popular middle to high-priced Chinese restaurants for hosting wedding
banquets in Chongqing.
The price of wedding venues at the Chongqing Bayu Humble House F&B Ltd is
acceptable by mid-income families.
Decent restaurants for wedding banquets since it is a symbol of the wealth and
status of young couples and their families in China.
17. Survey instrument
The initial questionnaire was pretested involving a sample of six graduate
students in a hospitality management program of a major university in the
Midwestern USA.
Questioner was adapt Because wordings were changed based on their feedback.
The final survey was consisted of three sections.
1. push motivations
2. pull motivation
3. Demographic information
18. Push & Pull Motivation Factors Involved
In the first section,13push motivation statements were employed to investigate.
push motivations discussed in the literature review section including “fulfilling prestige”
and “gaining knowledge”
In the second section, 17 pull motivation items were utilized to investigate the
importance of the attributes of a banquet venue
The 17 items covered four categories
1. Facilities
2. Budget
3. Attraction
4. Transportation
19. Data collection
Data were collected in Chongqing Bayu Humble House F&B Ltd through paper-based
surveys February 8 to February 28, 2014 by the restaurant staff.
The researchers gave training to staff participated in to the data collection
Tables Arrangements For Friends & Relatives and Also For Couples.
Before distributing the questionnaires at the host tables, the staff at the restaurant
inquired about the guests’ interests of participating into the survey and clearly
explained survey purpose and instrument
In total, 415 guests older than 18 years old seated at the host tables were invited to
participate
A total of 172 surveys were returned, for a total response rate of 41.45 percent.
20. Data analysis
SPSS Version 19.0 was used for the analyses
1. Descriptive statistics
For Demographic Data For Order to provide Summary
2. Exploratory factor analysis EFA
identify the primary themes of push and pull items
3. Analysis of variance ANOVA
Differences existed between push and pull factors based on the three demographic
variables, including “relationship with the new couple, personal monthly income” and
“wedding banquet budget
21. Results
CONSISTS OF THREE SECTIONS:
DESCRIPTIVE ANALYSIS
EXPLORATORY FACTOR ANALYSIS
ANALYSIS OF VARIANCE (ANOVA)
22. Descriptive Analysis:
Descriptive analysis tell us about what is…. It is mainly used for data cleaning
and to observe no. of valid cases of one variable (N=172).
Descriptive analysis based on seven categories:
Gender
Age
Education level
Relationship to the new couple
Personal monthly income
Wedding banquet budget
Acceptable menu price per table
23. Descriptive analysis:
Total of 172 the major survey respondents were male
The largest percentage of decision makers were between 46 and 55 years of age
Greater number of decision makers had attained a bachelor’s degree, and reported that their highest level
of education was some college.
The majority of the decision makers reported that they were parents of the new couple.
The majority of the decision makers have a monthly income of about $813 their wedding banquet
budget was between $8,131-$16,260.
24. Exploratory factor analysis:
Exploratory factor analysis is used to generate theory.
Researchers use EFA when they have no prior hypothesis.
The main purpose of EFA is to identify the underlying relationship between
measured variables.
It is used by researchers when they need to develop scale.
25. Exploratory factor analysis:
Based on a review of literature 13 push items(internal factors) and 17 pull items(external factors) were
analyzed. The reliability of the push and pull items was analyzed by using reliability analysis.
Items with Cronbach’s α greater or equal to 0.70 are acceptable.
Among the 13 push items, three items (“to choose the location that will match my desired image of a
wedding reception, ”to relax physically” and “to choose the reception location that will fit my needs
and personality”) with loadings of less than 0.50 were not retained. Four push factors were derived
from the factor analysis of the ten retained items. The four push factors were named with “seeking
relaxation and knowledge,” “escaping from daily routing,”“fulfilling prestige,” and “social
networking,” respectively.
Among the17push items, only one item “menu variety,” with a loading of (−0.119)was excluded. Six
pull factors were derived from the factor analysis of the 16 retained items. The six factors were named
with “budget,” “atmosphere,” “wedding services,” “service quality," transportation,” and “facilities,”
26. Analysis of variance (ANOVA):
The main purpose of running ANOVA is to see that if there is any difference between groups on same
variable.
ANOVA is used to compare variables between different groups.
To compare the differences between push and pull factors among three demographic variables
(“relationship with the new couple, "personal monthly income,” and “wedding banquet budget”), one-
way ANOVA was employed.
The first ANOVA analysis was conducted to examine the differences in the importance of the push and
pull factors for five different relationship groups of the new couple.
27. Analysis of variance (ANOVA):
Significant differences among the relationship groups were observed only regarding one pull
factor, “budget”. Group 4 showed the highest mean score (5.444), indicating that friends of the new
couple tended to perceive the budget factor to be more important than did the other four groups
The second ANOVA analysis involved an examination of the push and pull factors across the three
personal monthly income groups.
There was no significant difference observed among push and pull factors
The final ANOVA procedure revealed a significant effect based on the examination of the push and
pull factors across three wedding banquet budget groups. And show that group 1 perceive social
networking more important push factor.
28. Discussions and implications
FOUR PUSH FACTORS ELEMENTS (“SEEKING RELAXATION AND
KNOWLEDGE,”“,” AND “SOCIAL NET WORKING” FULFILLING PRESTIGE,”“
ESCAPING FROM DAILY ROUTINE
SIX PULL ELEMENTS ( “BUDGET,”“ ATMOSPHERE,” “WEDDING SERVICES,” “
SERVICE AND QUALITY,”“ TRANSPORTATION,” AND “FACILITIES”) ARE
SIGNIFICANT TO EXPLAIN CONSUMERS’ MOTIVATION OF CHOOSING
WEDDING BANQUET VENUES.
IN LITERATURE REVIEW,THE PUSH- PULL MOTIVATION THEORY IS BASED ON
THE MOSLOW’SNEEDS THEORY. PUSH AND PULL FACTORS DESCRIBE
INTRINSIC AND EXTRINSIC DRIVES,
29. Discussions and implications
the most important pull factor was determined to be “atmosphere,” which refers to
decoration, audio equipment, and availability of the venue in the studies of
wedding banquet venues.
. A new push factor, “seeking relaxation and knowledge,” was identified in this
study. Industry practitioners in wedding banquets are expected to satisfy
consumers’ demands for spiritual relaxation and knowledge learning (e.g.
wedding celebration traditions).
A potential reason for this finding is that the friends of the new couple with similar
ages might also be considering marriage and would thus be budget minded when
involving into the wedding planning process
30. Limitations
First, the population for this research consisted of consumers in a specific
restaurant.
Second, multiple decision makers (e.g. significant family members, friends, etc.)
from the same party were invited to participate into the survey
Third, only ten push items and 16 pull items were used for analysis.
Fourth, the present research applied ANOVA to test the relationship between
motivation factors and demographic information
31. future study
Future researchers may consider additional push and pull motivation items.
Future studies are advised to consider Kruskal-Wallis nonparametric test, which
specializes small samples in groups
Future scholars are advised to investigate consumers’ motivations in rural China
and/or further compare the wedding practices in urban and rural areas, which
could bring more interesting findings
