GMR Exclusive: This year we invited grooms to our annual research into the Arabic bridal market, Bridal Attraction 2013.
Honeymoon destinations, venues and personal grooming are the top three priorities for the region's Arab brides and grooms, according to the third, Bridal Attraction 2013 survey conducted for GMR by Effective Measure.
The annual online survey looks at the key influences and media consumption habits among Arabic brides-to-be and, for the first time this year, we invited prospective grooms to share their attitudes and aspirations for the occasion.
Our research into this particular subgroup - niche as it is - indicated a potential new target market for brands because grooms are much more involved in the entire decision-making process than perhaps had been previously thought.
According to the 2013 survey delivered across the UAE, Saudi Arabia, Qatar, Egypt and Lebanon, wedding planning is very much a team effort, but key elements vary when comparing the bride's attitudes versus those of the grooms.
This year 17 per cent of brides and grooms allocated a budget of $100,000- plus for the day, up from last year's findings which revealed 14 per cent allocated $81,000 to $100,000.
The above figure for cost excludes Egypt which, when extrapolated from the data, sees the budgets increase by seven per cent. As a point of comparison, the average US wedding has a budget of approximately $25,000 according to costofwedding.com. When it comes to the organisational responsibilities of the groom, 56 per cent of grooms said the venue, while 55 per cent said honeymoon and 41 per cent, food and drink.
The bride's responses are more evenly dispersed across the responsibilities - venue, honeymoon, flights for guests, food and drink, music, gifts, guest list, photographer, fashion for wedding and hiring wedding planners): with 41 per cent look for the venue; 38 per cent fashions for the wedding party; 35 per cent the guest list and 32 per cent the honeymoon.
Perhaps more surprising is that a significant proportion of grooms - 31 per cent - prefer to take responsibility for engaging the planner compared to 16 per cent of brides.
As a day where all eyes are on the couple, personal appearance and feeling relaxed and confident on the day are paramount. There are a myriad of touch points from which brands can support the couple here. When asked about issues which they worried about most on the day, 37 per cent of both the bride and groom are most concerned about their appearance.
Nearly a quarter - 23 per cent - also worry about the cost and 18 per cent are concerned about guests enjoying the event. When it comes to outfits, Western designs are exerting more influence, but traditional and oriental elements and accents will still be integral to the design.
Men say they will intensify their work-outs to get into better shape for the wedding.
Women will spend more money and time on facial and hair treatments, although more men than women say they'll investigate teeth whitening.
On the day itself, 29 per cent of the grooms are most looking forward to the reception, while 32 per cent of brides look forward most to wearing their wedding dresses.
For many, getting away for the honeymoon means a trip to Europe or other Arab countries. Here the biggest influencers on choice are prices and places their friends had previously visited - word-of-mouth.
So, which brand categories are poised to benefit the most from the event? Fragrances/cosmetics; fashions; hair; spa and jewellery are all on the list of things to buy prior to the day.
Automotive for transportation rentals, travel for the honeymoon, fitness clubs, hotels for the venue, catering for the event, photography and entertainment also feature prominently on the desk.
Local Arab brands also have a big opportunity as both bride and groom say they will be influenced by local traditions. Quality and price are the most important factors when choosing the right brand or service.
When it comes to media consumption 50 per cent of couples polled will turn to online for information, help, and tips on wedding planning, products and services etc.
Within the online space, 20 per cent will use social networks, while 16 per cent rely on bridal magazines and 20 per cent look to TV programmes.
Comparing bride to the groom and their media usage, more brides than grooms say they'll research online and use magazines.
The bride, the groom and mother's of both have the most influence in making the final decision on all aspects of planning.
ABOUT THE SURVEY
Effective Measure Poll: Respondents comprised 200 brides and grooms. Defined as someone who is either engaged to be married or married within the past 12 months. The majority were Saudi, Lebanese, Egyptian and Emirati. The poll was conducted in both Arabic and English. Effective Measure is the leading provider of media planning and audience profiling solutions in the emerging markets, bringing best practice online measurement data to premium publishers, ad agencies, ad networks, advertisers and researchers. Our solutions offer media planners invested in Oceania, Southeast Asia, India and Middle East & Africa, a clear insight into the state of the Internet and the ever-growing consumer population.
© Gulf Marketing Review 2013
