Bridezilla and her floral antics: Understanding narcissistic consumer behaviour in New Zealand’s floristry sector

Abstract

This teaching case was developed for a face-to-face class discussion in Marketing in a Horticultural/ Agribusiness context. The case discusses narcissistic consumers, marketing ethics, service and resolving conflict in an applied context of New Zealand’s floristry industry. These topics are uncovered and addressed by Sandra Tamāhine, a floral business owner, mentor and chairperson of the industry group “Women in Floristry New Zealand”. Through a phone call, a Bridezilla problem is brought to Sandra’s attention, which keeps her wondering how to handle entitled Bridezillas or narcissistic consumers, the potential consequences of the incident and the extent of the problem. Over three days, Sandra needs to link these emerging challenges with relevant marketing theories, providing practical advice and recommendations.