Impact of Integrated Marketing Communication on Customer Buying Behavior: A Study on Tesco

This study examines the impact of integrated marketing communication (IMC) on customer buying behavior, with a focus on Tesco. It explores the concept of IMC, its significance in encouraging customer purchasing power, and the challenges faced in implementing IMC channels. The study aims to provide insights and recommendations for attracting customers using marketing tools.

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PROJECT

Acknowledgement
I would like to acknowledge all the people who played essential role in my academic
achievement. Firstly, I would like to thank my parents who have provided an effective support
with their love and proper understanding. Without them I would have never reached to my
current position and level of success. Further I would like to thank my committee members who
have provided good and effective advice and guidance through whole of research.

EXECUTIVE SUMMARY
The integrated marketing communication is the process which company uses in order to integrate
the communication channels effectively in attracting and marketing the product and services.
The major reason for this is that the use of IMC will assist company in effectively attracts the
consumer to come for purchasing the product and services of company. The current dissertation
will assist the reader in evaluating the concept of IMC and the importance of IMC in enhancing
the purchasing power of consumers. The literature review section of the study includes the
analysis of the various published sources and other secondary source relating to research topic.
Further with assistance of the research methodology section it was found that the use of
qualitative research is assistive in managing the research in proper and effective manner. Thus,
this qualitative research will be helpful in developing in- depth analysis and knowledge of IMC
and its application within the business. Further with help of data analysis by assistance of
thematic analysis that is graphs, charts and interpretation it was helpful in developing better
conclusion and recommendation.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background.......................................................................................................................1
1.2 Aim and objectives...........................................................................................................1
1.3 Rationale...........................................................................................................................2
1.4 Scope................................................................................................................................2
1.5 Structure of dissertation....................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction......................................................................................................................4
2.2 The concept of integrated marketing communication......................................................4
2.3 Significance of integrated marketing communication for encouraging the customers'
purchasing power....................................................................................................................5
2.4 Challenges which company face while implemented different integrated communication
channels..................................................................................................................................8
2.5 Conclusion......................................................................................................................10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
CHAPTER 4: DATA ANALYSIS................................................................................................18
CHAPTER 5: CONCLUSION AND RECOMMENDAITON.....................................................29
Conclusion............................................................................................................................29
Recommendation..................................................................................................................30
REFERENCES..............................................................................................................................32
APPENDIX....................................................................................................................................35
Questionnaire..................................................................................................................................35

list of figures
Figure 1integrated marekting communication...............................................................................18
Figure 2consumer changes thier purchasing behaviour.................................................................19
Figure 3relation between IMC and purchasing pewer of product.................................................20
Figure 4social media and pblic relation as preferred tools of IMC...............................................21
Figure 5goals of IMC.....................................................................................................................22
Figure 6use of activites to attract consumers.................................................................................23
Figure 7 Positive association in IMC and consumer buying behaviour........................................24
Figure 8 IMC as a two- way dialogue with consumers.................................................................25
Figure 9 Challenges faced at time of using IMC...........................................................................26

CHAPTER 1: INTRODUCTION
1.1 Background
In the era of competition, every company wants to stay ahead and for that business uses
every possible strategy. In the same way, marketing is also plays an important role in the success
of company. The strategy of marketing helps to promote the new product and aware customers
about business offerings. Similarly, the present study helps to understand the integrated
marketing communication (IMC) and its uses in company. It is a concept in which a firm
carefully coordinates its many communication channel in order to deliver proper message. Thus,
its aim is to make sure the consistency of message and sustain the brand position in the market.
Thus with the help of IMC company increase the revenue and attract range of customers towards
it. Also, it promotes unified marketing solutions by making efforts visible on multiple platform.
The study is based upon Tesco which operates within retail industry and attract range of
customers toward it by applying range of promotional tools. The company was founded in 1919
and also expanding globally, such that it had over 100 shops across the country with its
operation in 11 other countries. Having such a brand image will clearly reflected that there are
range of promotional tactics used by the company in order to attract the customers. The quoted
firm is deal in groceries, clothes and furniture, also offer the same at reasonable rate to all the
customers. Within the present study, scholar uses the company and reflect the impact of
integrated marketing communication upon buying behavior of customers.
The current research uses both primary and secondary data collection methods in order to
generate valid results and this in turn helps to meet the define aim and objectives. Also, with the
helps of effective research methods, investigator tries to present the study in more effective and
prominent manner which in turn assist to answer the research questions as well.
1.2 Aim and objectives
Aim: “To assess the impact of integrated marketing communication (IMC) on impulse buying
behavior of customers: A study on Tesco”
Objectives:
 To understand the concept of integrated marketing communication
 To examine the significance of IMC to encourage customer's purchasing power.
 To identify the challenges which company face while implemented IMC channels.
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 To suggest the best ways through which company attract customer by using marketing
tools.
Research Questions:
 What do you understand by integrated marketing communication?
 What is the significance of IMC to encourage customer's purchasing power?
 What are the challenges company face while implemented IMC channels?
 What are the different ways through which company attract customer by using marketing
tools.
1.3 Rationale
The reason for selecting this topic is such that in the competitive era, every company
wants to stay ahead in competition and that is why, they uses variety of methods in which
Integrated marketing communication is one of the best strategy. Also, this strategy will assist to
attract range of customers towards it and creates positive impact upon the financial growth of a
firm. That is why, study on this particular topic will help to analyze the importance of IMC
within a firm and examine if any challenges faced while implementing it. Apart from this, to
sustain the brand image in company, it is quite necessary for an organization to develop unique
marketing method that attract range of customers which in turn leads to improve the profitability
level. Hence, to study on the topic will assist company to examine IMC affect the buying
behavior of customers or not.
1.4 Scope
Study on this specific topic assist different scholars to gather information from current
research as in future it will consider as a secondary research and that is why, other investigator
uses the information from both primary and secondary study. Beside this, the research also assist
other companies who operates within retail industry to determine the use of IMC for company
and how it affect the customer buying behavior. Moreover, the study is based upon Tesco so it
examine challenges which in turn affect the operations while implementing IMC and identify the
solution which in turn leads to minimize issues upto some level.
Therefore, the importance of conducting the study on this topic has clearly reflected the
impact of IMC upon customers and if there is a positive impact then range of companies are also
uses this marketing style to grab attention of customers.
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1.5 Structure of dissertation
Chapter 1: Introduction
The first chapter of dissertation which contain overview of the research and further it
also highlights aim, objectives and research questions of the research which have to be
addressed by the researcher through this study. Beside this, investigator also describe the reason
of doing study in this topic, along with present importance of a research.
Chapter 2: Literature review
Second chapter which is consider one of the most important among all because
researcher critically evaluated the topic by undertaking different book, journals and articles. The
research is based upon secondary analysis in which all the resources are collected which are
published latest that helps to answer all questions. In this different themes are prepared on the
basis of objectives that assist to meet the define aim.
Chapter 3: Research Methodology
The chapter describe research types, philosophies, approach, data collection methods and
sampling which assist to answer the research question and investigate the problem in better
manner.
Chapter 4: Data analysis
Next chapter of dissertation that derives results through primary research. In this,
different themes, graphs and tables will be presented that clearly provide outcome. Further, the
findings will be supported through literature review in order to provide valid results.
Chapter 5: Conclusion & Recommendations
Last chapter of dissertation that provide summary of entire results and also determine
whether the aim and objectives of a study are met or not. Further, different strategies with
regards to IMC are also suggested to the company that can be undertaken in near future by
Tesco to sustain the brand image.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature Review (LR) is comprehensive summary of those research which are already
conducted in past related to relevant topic. There are different sources which used in order to
answer the research questions in better manner such that scholarly articles, books, Journals and
Internet sources. Hence, the review should enumerate, describe and evaluate the previous
research. In the same way, current section will provide in-depth research about Integrated
marketing communication and its importance in order to encourage the customer's buying
behavior. For that relevant articles and books are selected which in turn assist to meet the define
aim and synthesis the information from different sources into a summary.
2.2 The concept of integrated marketing communication
Bruhn and Schnebelen (2017) stated in their study that Integrated marketing
communication (IMC) is define as a process of organizing, planning and monitoring the
marketing component in order to control and influence the brand information. Thus, it make sure
that all the relevant communication is deliver to the customer so that they will come to know the
new offers which encourages them to buy. Hence, it involves the coordination and integration of
all marketing tools into a single program which attract customers and offer same at minimal
cost. On the other side, Laurie and Mortimer (2019) argue that there are range of marketing
methods available but company uses the same in accordance with their requirement. So, IMC
main aim is to develop a healthy relationship between company and customers and it tries to
sustain the brand image in market. So, it provides range of marketing options that helps to attract
customers such that social media, mobile, email marketing, website, public relations etc.
So, IMC make proper communication between customers and also assist customer to
think before purchasing. Porcu and et.al., (2019) supported their views and stated that with the
help of IMC, it build bond of loyalty with customers which will further protect them from
competition. Hence this provides a competitive edge which in turn improve the profitability. For
example, Tesco uses advertising as a IMC in which it promote range of product to the customer
and provide different offers which in turn leads to improve the financial position. Therefore, it
clearly reflected that marketing tools plays an important role in the success of a company.
Before many years, Tesco uses “Every Little Helps” strap-line in order to strengthen its core
traditional competitive advantage in the marketplace. But in the era of competition, there is a
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need to replace marketing style with modern form of marketing which in turn leads to improve
the financial position of a company.
Naumovska and Blazeska (2016) share their opinion and stated that IMC requires lot of
efforts in order to implement within a business and it can create competitive advantage, boost
sales and profits along with money saving. Moreover, IMC wraps communication around
customers and also helps them to move through different stages with regards to buying process.
As a result, it nurtures relationship with customers which in turn cause benefits to a firm. On the
other hand, Blakeman (2018) critically evaluated that company uses range of marketing tools
that clearly help to communicate their brand story with customer through online mode. It is so
because consumer spend more time in Internet in order to keep in touch with brand and that is
why, it is essential for every company to determine the range of options for marketing.
Therefore, it is said that with the help of IMC, company is able to create competitive
advantage for companies in order to boost the sales as well as profit. So, different companies
employs IMC tools like advertisement (Integrated Marketing Communication, 2020). Digital
marketing campaigns and sales promotion in order to generate the best results and keep attract
range of customers towards it. In the same way, Tesco now uses social media in which different
blogs are post in Facebook in order to let customer know about new product or offers within
business.
2.3 Significance of integrated marketing communication for encouraging the customers'
purchasing power
Porcu, Del Barrio-Garcia and Kitchen (2017) stated that the marketing integration is
always being beneficial for the business and the importance of it has been increased over the
period of time and it is all related to or about digital. In the today, modern world having infinite
possibilities and approaches for the marketing has resulted into ample opportunities and little
confusion as well. Author further stated that with the increasing modes of channels of marketing
in the today’s world in comparison to earlier times, it causes result into rise in the significance
for integration with the core objective of ensuring that everything is delivered in a clear way and
touched every point. As defined by Chenini and Cherif (2016) integrated marketing
communication requires shift in the culture, the way of handling the things. This is not hard but
requires commitment, determination and confidence for getting better results. With the help of
this integrated approach, all the important and relevant components would be working as one
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unit and together. The information received through the press releases, blogs and other messages
can be bolstered out and can be further followed up with the support of direct marketing which
on the other hand, would be providing support to the communication. This will help in
increasing the efficiency as well. As being consistent in respect to the messages will have a
strong influence and effect over the customers in making purchases. Images once designed can
be reused on the various marketing channels resulting into cost and time saving.
IMC will provide an opportunity to integrate with the customers which can be beneficial
for both brand and loyalty of customers towards the brand. According to Khizar and et.al.,
(2016) accomplishing consistency in communication is continually going to be advantageous for
any business. It assists groups with cooperating, saves time around and exertion, and assists with
smoothing out cycles so everybody works better together. By implementing an integrated model
to deal with promotion and marketing, one can guarantee that groups of all capacity will perform
well together, and that there is less danger of disarray between divisions, offices and people.
IMC has played a crucial role in regard to the effectively communicating the message
pertaining to the brand to the large group of audience. As per the views of Tafesse and Kitchen
(2017) IMC integrates all the components in relation to marketing in order to deliver the similar
message to the existing and other users. Other than grabbing more customers, it is also beneficial
for the customer in developing trust which results into increasing the productivity and revenue as
the entire marketing team will pull together in running the business integrated marketing in an
effective way. IMC supports the business organization in ensuring that everything is linked
across all the channels in respect to delivery of the message. All the marketing tools and
approaches are integrated securely for providing a better and improved level of performance.
With the help of this approach, the business can deliver various variety of messages to one only
one channel but also all the other required channels and the networks connected to the
organization. Through this way, IMC will assist the management in undertaking the plans and
strategies which would result into encouraging the customers for expanding their purchasing
power and loyalty towards the brand.
As per Světlík (2017) IMC can be implemented successfully with the help of IMC
Rabostic Planning Model, which states about the core 6 steps which are required to be followed
for the implementing this approach and accomplishing success. The first step is situational
analysis, under this, a complete research is carried out in respect to the current environment
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within which the marketing communication will fit well. It involves undertaking company
analysis and competitor’s analysis, which help in determining the current position of the
company in regard to its strengths, weaknesses, opportunities and threats. Identifying the key
competitors of the company and their business functioning and processes used by them.
Finne and Grönroos (2017) states that this step also involves carrying out the macro
environmental analysis as well to identify the potential external factors which might have an
influence over the business plan and strategy. After this is audience or in other words, consumer
analysis is done for knowing the current and expected needs and expectations of the consumers
and then segmenting the marketing, targeting the audience and positioning the product in the
mind the consumers. The next step is setting up the budget, which states about the two most
important things which are - how much amount will it take and how much the resources the
company is currently having. There are various basis on which the budget can be prepared like
such as affordability criteria of the organization or the certain percentage of sales, in align with
the goals and objectives or might be on the basis of the company’s competitors marketing
budget.
Damnjanovic, FILIPOVIĆ and JANICIC (2016) states that after preparing the budget,
another important aspect which is required to fulfilled is of determining the objective which
depicts the vision of the company in respect to where it wants to go. It is the aim that the
company is seeking to accomplish it. From the point of view of IMC, it refers to determining the
communications which is expected to be accomplished. The objective needed to be somethings
which can affect the mind or the thinking process of the audience or the customers which
involves creating awareness, changing attitude and so forth. But the objective is needed to be
achievable and should not be unrealistic.
As emphasized by Šķiltere and Bormane (2018) the next step is to formulate the strategy
which will help in effectively and efficiently make use of the marketing tools. The most
common types of strategy are push strategy, which refers to the direct communication to the
member while pull strategy refers to the direct communication to the end user. The strategic
decision are made which represents the direction for all those who are involved in the IMC
campaign. It involves various strategies in relation to market and the customers. Most of the
consumer products are relied upon these strategies as the promotional activities is mainly
directed towards the customer in order to stimulate the demand. This step is considered as an
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important part in the ensuring that everything will go as per the plan and result into attaining
desired objectives. After this step is operation decision making tactics which accounts for what
are the various activities or the task required to be carried out in order to achieve the set
objective. In this, a complete and detail information about the strategy and its effectiveness is
provided. It is a mix of various elements of marketing communication, as it involves
communicating with all the key personnel who are required to have complete information about
the strategy that the organization is willing to implement along with the set of people who will
be more affected by it.
Valos and et.al., (2016) defines the second last step is implementation, at this point the
IMC plan is implemented and monitored continuously for day to day for ensuring that the plan is
doing what it intended to do and making sure everything is going as per the plan. The last stage
of this model is control, which simply refers to the evaluating the performance of the IMC
according to the plan and in case there is any discrepancy or problem timely and corrective
actions can be undertaken. This will help in ensuring that the plan will attain the desired goals
and set objectives in the desired timeframe. For example, pre-test and post test can eb conducted
for determining whether the advertisement has or have accomplished the desired objectives.
Through this way, the IMC can be implemented and used for achieving success by persuading
customers to increase their purchasing power.
2.4 Challenges which company face while implemented different integrated communication
channels
According to Aldunate and González-Ibáñez (2017) in combination with the traditional
methods of marketing, the rapidity of the dialogue in respect to the various new channels of
communication can resulted into increasing the burden over the marketing professionals in
regard to utilizing and assessing the larger volume of communication modes. The modern tools
of marketing and promotion such as social networking sites which does not guarantee quality on
account of communication. This is very challenging if the choices made is not directed to right
group of stakeholders in the optimal way. This leads to increasing the pressure among the
professionals. Author further added that all across the globe there is increasing deregulation in
the market and has caused the emergence of individualized segmentation of the tastes and the
preferences of the customers or the target customer group. IMC is not an easy process as it is
prone to both internal and external state of affairs. As per Lima and Pacheco (2019) the major
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challenges that comes across while implementing the IMC are — a shift in the communication
process or channel from manufacturers to distributors then to the retailers or there is shift in the
power. An increase in usage of database marketing, movement in the traditional mode of
promotion practices, the ways in which the marketing agencies are being paid. Another authors
Pavenkov and Rubtcova, (2019) also illustrated that limited resources and less support of
management may also act as challenges in effective implementation of integrated marketing
communication. In order to use IMC, organisation must have sufficient financial and other
resources so that it can deliver best services to customers. Author think that company may have
less staff members or untrained employees that are unable to make best or optimum utilization
of integrated marketing communications channels to attract existing as well as new customers
within organization. Sometimes management does not agree to implement IMC within firm as
they find it wastage of money or less return from investment thus they are less involving in
various process and activities. So, resistance or less support from management and limited
resources act as barrier in effective promotion of integrated marketing communications channel.
As illustrated Damnjanovic, FILIPOVIĆ and JANICIC, (2016) by internal conflict
between employees or unhealthy relationship may also acts as barrier in adaptation of several
integrated marketing channels as they are not ready to adapt new changes. Or it might be
possible that some employees resist to adapt to new technologies due to lack of knowledge thus
it would be challenges for firm to make use of various channels to communicate with people.
Employees might also not have healthy and supportive environment, so they are less motivated
or influenced to make use of IMC channels to generate awareness of company in minds and
heart of people. Therefore, as per author company needs to make efforts on coordinating
employees or motivating them to make use of different IMC channels for growth and success of
enterprise in competitive market.
As per view of Chitra, (2019) management find difficult in unifying or adapting to new
technologies as there are rapid changes or growth in internet marketing thus cost acts as an
challenge in use of IMC within firm. Creativity is another challenges that is faced by
management of firm while implementing IMC as now- a- days, people have become more
demanding or needs personalized experienced. Thus, company face challenges in choosing right
advertisement for right individual at right time so that it can be motivated to be part of specific
firm as compared to another. In another words, different people have different taste and
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preferences so it is difficult for organization to choose particular IMC channel to market
products or services of company to end users. Employees of company may not be innovative and
creatives thus they are unable to create content that motivates people to be part of organization.
From the view point of Dharmappa, (2018) company also find challenge in gathering and
sharing customer's data while making use of integrated marketing communication channels such
as advertisement, sales promotion and direct marketing. Management and staff members find
difficulty in gathered, managing diverse information of customer's that act as barrier in use of
IMC. Some of the organization, does not have sufficient technologies or resources to collect data
from different IMC channels thus it can be stated that merging technologies is also acts as
challenges.
Kerr and Kelly, (2017) also suggest few challenges that acts as barrier in implementation
of IMC such as international issue due to continuous changes in policies of government. Each
and every country have different policies and procedure thus company need to adapt or abide to
all rules and regulation in order to promote company products and services through IMC
channel. So, as per author rules and regulation of different countries act as challenges in
implementation of integrated marketing communications channel. There are some more issue
which are faced by company in use of IMC, such as difference in corporate culture of
organisations as each firms have its own culture, value and belief. As two companies work
together in order to generate awareness like advertisement agency and firm that wants to
generate public awareness so that more and more individual are motivated to be part of it for
fulfilment of their requirement. Thus, company face challenges in coordinating culture of
different organization in order to make use of different integrated marketing communications
channels to attained its objectives.
2.5 Conclusion
From the above literature reviews it can be stated that integrated marketing
communications is terms that means use of mix of different channels such as sales promotion,
social media, direct marketing and advertisement to enhance brand image and profitability of
company. It is understood from above review of author that IMC is important for organization as
it helps in attracting large number of customer's. It also helps in providing better experienced to
customer's and contribute in reducing cost, efforts and time of company. At last, it can be
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concluded that there are numerous challenges that are faced by management or firm while
implementing mix channel to market products and services of company.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research Methodology is a part of the research which generally used to describes the
specific procedure or techniques which will be used to identify, Select, process and analysis
information regarding the topic of the study. Current chapter will highlight the type of the
research which had been selected to find out the outcome of the research in the effective way.
After that research highlights the type of philosophy and approach which had been selected to
complete the research, also justification about selecting the same in the research as well
(Mohajan, 2018). After that research explain the different type of data collection tool and
analysis tool which were in front of the scholar to choose and the one which had been selected
by the scholar to find out the outcome of the research. After that Research methodology explain
the that 30 respondent had been selected as a sample size for the project and ethical
consideration which had been consider by the scholar in the process of carrying out the objective
of the research in the better and efficient way. In the end chapter highlights the different sources
through which different data will be collected to conduct and achieve the objective of the study
in the better way.
Research Type: Research refers to the number of different activity carried out by the
scholar to find out the outcome of the research by achieving aim and objectives of the research.
Research generally includes different sort of the activity to achieve the end objective of the
research. In the field of the research there are two most commonly used and prefer research type
namely Qualitative and Quantitative research type. Qualitative research type is a kind of
research type in which scholar searches the different information which are in non-numerical
form and try to find out the outcome in the same form itself. At the same time Quantitative
research type is regarded as a kind of research in which numerical data are generally sourced by
the researcher and try to provide the outcome of the research in the same form as well (Dodds
and Hess, 2020). In regards to the current study scholar has decided to select the Qualitative
research type, justification in regards of the same is that Qualitative research type will help the
scholar in understanding the data in better way. As compare to the numerical data, as converting
or presenting all the data in the numerical form is generally a tough task to perform in the study.
As all the qualitative information cannot be converted in the Quantitative form.
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Research Philosophy: Research philosophy is generally regarded as different sort of
belief which is generally conceived by the scholar in regards of gathering and analysing the
information in a way that efficiency of research is maintain. There are two type of research
philosophy which is generally used by the different researcher to find out the outcome of the
research in the efficient way. Two philosophy are interpretivism and positivism research
philosophy. Positivism research philosophy is a kind of philosophy which looks at gathering and
analysing different information which are universally accepted and true in nature. At the same
time interpretividm research philosophy is a kind of philosophy which looks at collecting the
perspective of Human involved in the research. In regards to the current study of the research,
researcher had chosen interpretivism research philosophy (Zangirolami-Raimundo, Echeimberg
and Leone, 2018). Reason which had been passed on by the researcher is that with the help of
interpretivism research philosophy researcher will find it very easy to support the type of
research selected. Also, it will help the study in having more unstructured information about the
person which will help in developing good sort of opportunities for the person.
Research Approach: Research approach is a systematic process of developing a plan
that will consist of assumption to detailed method through which data can be collected, analysed
and interpretation. Deductive and Inductive research approach are two kind of the research
approach which can be selected by the research and build research on the basis of the same.
Deductive research approach is a approach which generally looks at testing the already proven
or certified hypotheses to find out the outcome of the research in the efficient way (Ørngreen
and Levinsen, 2017). At the same time inductive research type is the kind of research approach
in which the scholar generally used to take the outcome of the research as a basis and after that
they looks to develop new hypotheses on the basis of the same. In regards to achieve the Aim of
Tesco i.e. “To assess the impact of integrated marketing communication on impulse buying
behaviour of customers: A study on Tesco”. Scholar has shown the trust on to the inductive
research approach. Reason which had been identified by the scholar is that this type of research
approach will ultimately help the scholar in supporting the Qualitative research type as this type
of the approach generally suits the qualitative research type only.
Data Collection: Data collection is a process or activity in the process which concentrate
on collecting or looking at the different sources to collect to gather good sort of the information
in the study. So that on the basis of the same information in the study efficient outcome of study
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can be derived. Data collection is regarded as one of the most important activity in the research.
In the field of the research there are two different type of data collection tool which are used by
different researcher to collect the data namely primary and secondary data collection tool.
Primary data collection is a kind of data collection method in which information is generally
collected from the occurrence of the event as well. At the same time secondary data is generally
collected by the way of collecting the information from the source who had already collected the
data from any primary source (Basias and Pollalis, 2018). In regards to the current study both
primary and secondary data collection tool will be used by the research. Primary data in the
research has been collected with the help of survey which had been conducted on the basis of the
questionnaire which includes both open end as well as close ended question. At the same time
secondary data in the research had been collected with the help of going through variety of
different type of the articles and journals related to the topic of the survey. Reason behind
selecting both the type of data collection tool is that it will definitely help the researcher in
collecting good sort of information so that on the basis of the same outcome of the research can
be found effectively and efficiently.
Sampling: It is sample that is taken form large number of population or predetermined
observation in statistical analysis to conduct research on specific topic in order to find particular
outcome. Probabilistic and non probabilistic are two types of sampling that are used by
researchers to gather correct information about topics. Therefore, the main purpose of sampling
is to collect correct information or study regarding specific population. Probabilistic sampling is
further classified into simple random sampling, systematic, stratified and cluster sampling. Out
of all above mentioned sampling scholar has make use of simple random sampling to conduct
better research (Bernyte, 2018). Simple Random sampling is type of sampling in which each
sample, observation is provided equal opportunities to being selected to find particular outcome.
The sample chosen also represent unbiased data collected from total observation thus it is
simplest and easiest form of gathering information.
Therefore, in order to conduct research on impact of IMC on buying behavior of
consumers researcher have taken simple random sampling. It has been selected because each
individual is given equal chances and preferences to share its view thus it more effectively
approaches to gather information. 30 respondent that is sales executives are selected in order to
know influence of IMC channels on decision-making of customer's.
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Data Analysis: It is process of screening, transforming and modeling information with
an main objective to gathered useful data that can contribute in making better decision for
growth and success of enterprise. In other word, it is systematic way to collect and analysis
information in order to find key information that are useful for number of people. So, it can be
stated that the main purpose of conducting data is to extract useful information for businesses,
management to take decision the way they can effectively motivate employees to select
particular organizations as compared to others (Hajduk, 2016). Data analysis of influence of
IMC on customers is important as it helps in predicting key factors that impact behavior of
people so that companies can take crucial steps to meet their expectancy. There are two most
common method that are used to analysis large information such as Thematic and SPSS.
Thematic analysis is type of data analysis in which various pictorial representation or graphs are
used to extract useful information. For data analysis of impact of IMC on consumer thematic
analysis is used by researcher as theme, graphs, chart are the best medium to represents
information. Interest people can easily understand information through pictorial representation
thus it helps management in making appropriate and better decision that can be useful in
achievement of company goals.
Ethical considerations: It is most important part of research that have been effectively
considered by scholar while gathering information related to topic. It has abide to all ethical
values, belief and principles so that no harm can be caused to other individual. The information
have also been collected form valid sources, appropriate citation has been made so that it can be
reliable and valuable for others (Daszkiewicz and Pukas, 2016). Prior permission have been
taken in order to accumulate data related to influence of IMC on purchasing behavior of several
individuals. Thus, it means consent have been taken from respondent that they are agree to share
their view regarding impact of IMC. At the same time all steps and measure have been taken to
ensure safety and security of information gathered so that it cannot be leaked out. Unethical
practices have been avoided such as misrepresentation of information or data collected through
unbiased as all individuals are given equal chances. Therefore, in short every aspect of ethical
considerations have been followed by researcher while collecting, analyzing information so that
it can be further used by number of individuals.
Research Limitation: There are certain limitation in research such as in adequate time,
finance and other resources in order to continue research or perform several functions to gather,
15

analysis and understand information. Despite limited time, the researcher have ensured that it
make best use of time by spending more and more time on gathering correct information and
extract useful information for benefits of number of people. Therefore, limited time was one of
the biggest factors that has created in hindrance of collection of more data so that better outcome
can be derived (Larshin and Lishchenko, 2018). In order to collect, analysis information there
were limited availability of financial and other resources as sample size was more. The data was
too complicated and there were various sources from which data can be collected so researcher
get lot of confused. So, it can be stated that more data is another limitation of research. It is most
crucial to have appropriate size of sampling in order to effectively analysis data thus insufficient
sample size acts as a limitation as it is unable to represent statistical result of larger population.
Sources of information: It includes information related to different sources that have
been choose to gathered accurate information so that they can be used by interest parties.
Magazines, newspaper, article, websites are some of the sources that have been used to collect
information related to integrated marketing communications channels. All these sources
contributed in collecting correct and accurate information or more data so that useful
information can be extract (Kammersgaard, 2018). Both primary and secondary sources have
been used to gathered data related to topic. Primary sources stated first hand information or
researcher himself gather information by asking question like in order to pursue research on
impact of IMC many questions have been asked to 30 sales executives. Secondary sources are
information that are gathered through magazines or published articles or information that have
gathered by some other person. On the other hand, secondary sources also have been used by
scholars such as more and more use of internet, websites, magazines. Thus, it can be stated that
both primary and secondary medium of data collection have contributed in collecting large
information that can be used by number of individual for their respective purposes.
Research Reliability and Validity: All the different sort of the information which had
been collected in the study had been collected with the help of reliable sources. As before
selecting the source of data collection, all the sources had been checked with the senior and
tutor. Only sources which had been selected by different scholar in the past at the time of
conducting research had been selected to collect the information to conduct the study. Looking
at the validity of the research it had been identified that it will be very high on validity measure
(Goldberg and et.al., 2017). As different tools and measure which had been selected by scholar
16

in the research had helped the scholar achieving the objective of the research in efficient way.
Hence high level of validity clearly means that there is no violence of ethical consideration and
research is very much valid in nature.
3.2 Conclusion
Form the above research methodology, it can be concluded that research is of two types
– qualitative and quantitative and among them qualitative have been selected to pursue research.
It is also learned from above report that in research philosophy human interest is used to
interpretate, analysis and collect more information. It can be concluded from above RM that
simple random sampling is best and most effective method that helps in gathered correct data
from large population or group of individuals. At last, it can be stated that valid sources have
been taken to extract data so that relevant and most crucial information can be collected and
used for different purposes.
17

CHAPTER 4: DATA ANALYSIS
Theme 1- Yes, integrated marketing communication is considered many a times.
Particular Respondent % of Respondent
Yes 20 66.67
No 10 33.33
Total 30 100
Figure 1integrated marekting communication
Interpretation- with the primary research conducted it was seen that the majority of the
respondent agrees to the fact that integrated markeitng communciaiton is considered witihn the
company. This was agreed by 66.67 % of participant as there is use of IMC in company for
making the working of business more organized. But on the other side the rest of the participant
does not agree to this as company does not make effective use of IMC in accordance to these
particiapnt. As per the literature review as well it was seen that IMC is a concept which ensures
that all the message must be clear and to the point so that consumer can effectively understand
the markeitng of the consumer. As this is the latest concpet so the company must ake use of IMC
in tis working so that this will assist in directing purchasing decision of consumer.
Theme 2- Strongly agreed that consumer changes their purchasing behaviour because of
marketing activity.
18

Particular Respondent % of Respondent
Strongly agreed 15 50
Agreed 5 16.67
Disagreed 4 13.33
Strongly disagreed 6 20
Total 30 100
Figure 2consumer changes thier purchasing behaviour
Interpretation- with the survey conducted it was seen that majority of the participant that is 50
% assented to the fact that customer changes their purchase behaviour with respect to the
marketing activity of company. The major reason underlying this fact is that when the consumer
will look at the marketing of the product then it might be possible that the consumer might get
attracted towards the product. This will only take place at time when the marketing activity will
be attractive for the consumer and if this will not take place then it might be possible that
consumer do not like marketing and they do not purchase the product as well. But on the other
side that some of the respondent that is 20 % strongly disagrees to the fact that there is any
impact of marketing activity over purchasing behaviour of consumers. Further the literature
review also supports this by stating that IMC is very important for the influencing and
motivating consumers to buy or not to buy the product or service.
Theme 3- Yes, there is a relationship between IMC and purchasing power of consumer.
Particular Respondent % of Respondent
19

Yes 16 53.33
No 14 46.67
Total 30 100
Figure 3relation between IMC and purchasing pewer of product
Interpretation- from the analysis of the primary data collected from the help of questionnaire it
was evaluated that majority of participant 53.33 % stated and agreed that there is relation
between IMC and purchasing of product. This is particularly because of the reason that
purchasing decision of consumer is directed with help of IMC only. In case if IMC will not be
done effectively by the company then this will decrease the interest of the consumer in the
product and services of company. Hence, there is relation between IMC and purchase of
product. But in contrast to this 46.67 % of the respondent stated that there is no relation between
both the factors and there is no dependence of purchasing decision over IMC. But the different
authors states that there is great relation between both that is IMC and purchasing of product
because if consumer will not like marketing of product or service then this will affect their
decision to buy the product or service.
Theme 4- Social media and public relation are the preferred tools of integrated marketing
activities.
Particular Respondent % of Respondent
Advertisement 6 20
Personal selling 4 13.33
20

Social Media 10 33.33
Public relation 10 33.33
Total 30 100
Figure 4social media and pblic relation as preferred tools of IMC
Interpretation- on the analysis of the primary data being collected with help of questionnaire it
was found that majority of participant stated that social media (30%) and public relation (30%)
are the preferred tool used in integrated marketing. This is because of the reason that currently
the working environment is much advance and for this company makes use of social media as a
marketing tool. With addition to this public relation is also a major tool for marketing the
product and services of Tesco. This is also supported by literature review that both these tool are
very essential for the effective marketing of product and service and covers a large market base.
On the other side some of the participant states that advertising is also a preferred tool because
this is the traditional tool of marketing and can also affect the purchasing of consumers.
Theme 5- All of the above are the major goals of implementation of IMC in company.
Particular Respondent % of Respondent
Loyalty and Retention 2 6.67
Brand positioning 8 26.67
Customer relationship 2 6.67
All of these 18 60
Total 30 100
21

Figure 5goals of IMC
Interpretation- with the assistance of the analysis of primary data it was seen that there are
many different types of goals which underlie the implementation of IMC. 60 % of the participant
agrees to the fact that all of these is the major goal which includes all the options listed. This
includes loyalty and retention, customer relationship and brand positioning. As supported by the
different authors it was seen that IMC major role is to build effective relation with consumer.
This is necessary as if these two will not have good relation then this will affect the business of
company to a great extent because if consumer will not like this then this will have a great
impact over the working of the company. In addition to this another major goal of using IMC is
that this assist company in brand positioning. The major reason underlying this fact is that when
company will effectively market its product and services then this will attract more of consumer
and its brand position will increase.
Theme 6- Yes, company implements many activities which assist in attracting consumers.
Particular Respondent % of Respondent
Yes 22 73.33
No 8 26.67
Total 30 100
22

Figure 6use of activites to attract consumers
Interpretation- from the evaluation of the primary data collected from 30 respondent of Tesco it
was evaluated that 73.33 % of population agrees to the fact that company makes use of activities
which assist in attracting consumers. This is agreed by majority of participant as when company
uses activities to attract more of the consumer then this will increase the consumer base of the
company. Further with the assistance of use of different methods of marketing and
communication the company can make it clear to the consumer that what are the benefits of
using the product and service which company is providing. Further attracting consumer is
essential as if consumer will be attracted towards the company and its product then this will
increase the profitability of the company. Further in contrast to this 26.67 % of participant does
not agree to this fact as they state that if the product and services of the company will be of
utility to the consumer then they will automatically get attracted towards the company.
Theme 7- Majority of respondent agreed that there is positive association among IMC and
consumer buying behavior.
Particular Respondent % of Respondent
Strongly agreed 5 16.67
Agreed 15 50
Disagreed 5 16.67
Strongly disagreed 5 16.67
Total 30 100
23

Figure 7 Positive association in IMC and consumer buying behaviour
Interpretation- as per the views and responses of the primary source of respondent it was visible
that 50 % of the population agreed that there is positive link between the IMC and consumer
buying behavior. This was majorly because of the reason that if the use of IMC is in positive
manner then this will positively attract consumer. The major reason for this is that when the
consumer sees a good advertisement or any other marketing activity then this will attract the
consumer to buy the goods and services. Further as per the views of different authors it was seen
that when the consumer will not find the marketing or the way of communicating to the
consumer attractive then this will affect the buying behavior of the company to a great extent.
Further with the assistance of the IMC the consumer will also come to know about the utility
and benefits of the products and services and will purchase it.
Theme 8- Strongly agreed that IMC is a tool that establish two- way dialogue with the
consumers.
Particular Respondent % of Respondent
Strongly agreed 16 53.33
Agreed 4 13.33
Disagreed 5 16.67
Strongly disagreed 5 16.67
Total 30 100
24

Figure 8 IMC as a two- way dialogue with consumers
Interpretation- as per the data collected with help of primary source of 30 samples it was seen
that participant strongly agreed that IMC is a tool which establishes two- way dialogue with the
consumer. This is strongly agreed by 53.33 % of participant that IMC is an effective tool in
establishing a good communication medium among company and consumers. This establishes a
two- way dialogue system as firstly the company communicates all the produce and service
details to the consumers and then after that the consumer provides their feedback as well. Thus,
this assist the consumer in getting right information and provide its views and feedback to the
company back. On the other side some of the participant that is 16.67 % of people states that
they strongly disagree that IMC is a tool of providing two- way communication among
consumer and company. This is particularly because of the reason that when it comes to use of
IMC then it might be possible that consumer is not in position of understanding the marketing of
the product.
Theme 9- All of these are the various challenges which company faces at time of evaluating
IMC.
Particular Respondent % of Respondent
low support from
management 4 13.33
Lack of resources 6 20
different corporate cultures 3 10
All of these 17 56.67
25

Total 30 100
Figure 9 Challenges faced at time of using IMC
Interpretation- with assistance of the data being collected with 30 respondents as primary
source it was evaluated that 57 % of the participant agreed that all of the above are the major
challenges faced by company at time of implementing the IMC policies. The al of these includes
low support from management, different corporate cultures and lack of resources. As per the
literature review it was evaluated that IMC is a concept which states that company need to
carefully integrate and try to bring coordination among all the channels of communication and
these need to be clear and consistent message to be delivered to the child. But in managing this
major challenge is that there is lack of resources for the management of IMC. If the IMC will
not be in effective manner, then this will have a great impact over the resources which company
is using for the marketing of product and services. On the other side another challenge is the
different corporate cultures which the company is being following and consumer are abiding by.
Hence, there is difference between both these and this creates challenge in meeting the needs
and requirement of consumers.
Discussion
From the above whole discussion, it is clear that use of integrated marketing is very
essential for the company. The major reason behind this is that there is great interdependence of
IMC over the buying behavior of the consumers. As per the data collected from primary and
26

secondary source it was seen that both the buying behavior of consumer and the IMC are
interrelated to one another. As per the views of Finne and Grönroos (2017) IMC is a type of
method which includes different types of communication channels and message to be linked to
one another. This is defined as the integration of different types of promotional tools that result
in better working and grabbing the interest of the consumer towards the product and services of
company. As per the views of different types of respondent as well the IMC was very helpful in
managing the working in effective manner. This will attract majority of consumer as if the IMC
will not work in effective manner then this will affect the working and profitability of the
company to a great extent.
Further with the above analysis of finding it was found that IMC is greatly related with
the purchasing of the product and services of consumer. As per the views of Bruhn and
Schnebelen (2017) this is majorly because of the reason that IMC works in providing details of
product and services of company to the consumer in effective manner with help of marketing
tools. The marketing has a great impact over the purchasing decision or buying behavior of the
consumer to a great extent. The major reason underlying this fact is that when the company uses
effective marketing strategies then this will direct consumers to buy the product and services.
This is due to the reason that when the advertisement is attractive then this will motivate the
consumer to purchase the product and service. On the contrary if the marketing will not be
effective then this will have a negative impact over the buying decision of consumer. This is
particularly because of the reason that when the consumer will not understand the utility of the
product and service of company then they will not buy it.
In addition to this with the help of view of Laurie and Mortimer (2019) it was seen that
there is positive relation between both IMC and buying behavior of consumers. The major
reason beneath this is that if company will effectively make use of IMC then this will positively
influence the buying decision of the consumer. If consumer will like IMC or marketing activity
and channel used by company, then they will buy the product or services of company. On the
other side if the consumer will not like the product and services of company then this will
demotivate the consumer and will not buy the product and service of the company.
Further with the assistance of the thinking of Naumovska and Blazeska (2016) the main
aim or goal of using the IMC for attracting more of the consumer is to build effective relation
with the consumers. The major reason for this is that when the company effectively combines
27

communication channels and marketing activities then this result in better building of relation
with the consumers. On the flip side another side another major goal of suing IMC is of
increasing loyalty and retention of consumer for a longer period of time. This is majorly because
of the reason that when the consumer will like the marketing of the product and services then
they will continuously purchase the product and services of the company. Further this will also
motivate the company to work more on the marketing of product and try to improve the product
and services of company. This is necessary as this will improve the working of company to a
great extent and will improve the profitability of the company.
28

CHAPTER 5: CONCLUSION AND RECOMMENDAITON
Conclusion
With the help of the above whole discussion it is concluded that use of integrated
marketing communication is very essential as this will assist the company in effectively market
the goods and services in the market. This is essential as IMC is defined as the application of
consistent messaging of brand with help of both traditional and non- traditional channels of
marketing to promote product and services of company. It was also identified that the IMC assist
company in managing the proper communication with the consumers as this will assist the
company in managing the need and preferences of consumer to a great extent. Further it also
provided that effective use of IMC provides a competitive advantage for the company. This is
particularly because of the reason that when company will make effective use of IMC then this
will attract more of consumer and they will like the product and services and in turn will result
in competitive advantage.
Further with the literature review study it was identified that the use of IMC is very much
important for the company as this is very significant for the effective marketing of the goods and
services within the highly competitive market. The major importance being identified with the
literature review was that this assist in attracting more of the consumers. In addition to this with
help of literature review some challenges were also identified like the lack of resources, low
support of management and many others.
Further with section of the research methodology it was found that the present research
was based on qualitative methods. The major reason for this was that the qualitative method was
useful for the effective development of the theories and concepts relating to the research topic of
impact of IMC over business. Further with research methodology section it was seen that for
analysing the data thematic analysis was undertaken. The major reason for this was that the
thematic analysis was helpful in developing themes on basis of questionnaire and then interpret
the data with help of tables and charts.
Further with help of the data analysis section it was concluded that majority of the
respondent stated that IMC is very assistive in managing the consumers. The major reason for
this is that when company makes use of the IMC then this will affect the working of the
company to a great extent and this will motivate the consumers to purchase the product and
services. Further it was concluded from data analysis that the major tools of effective IMC are
29

the use of social media and public relation. This was due to the fact that both these are the latest
methods of marketing the product and services and consumer are effective in using those. In
addition to this with the help of challenges it was also identified that there are many different
challenges which can be faced by company in managing the IMC. These challenges outlined
were like lack of resources, various corporate cultures, low support from management and many
others.
Recommendation
 It can be suggested that Tesco needs to invest more in digital media or make use of
integrated marketing communications channels in order to retained and attract maximum
number of individuals within organization. Tesco by making use of different channel can
easily approach to number of individuals within limited time frame and cost (Igwenagu,
2016). Therefore, company can easily enhance its brand image, build strong relationship
with customer's through making use of IMC.
 Tesco marketing manager by emphasis more on creative and innovative or personalized
content can able to motivate maximum number of individual to select it as compared to
others. Such as it needs to trained employees about the way they can provide personal
experienced to individual so they retained their satisfaction level for longer time frame.
 There are numerous activities that can be promoted by Tesco in order to promote brand
image of firm and attract more customers in the organizations. Like sales promotion, use
of social media platforms and personal or direct selling are some of the best activities
that can be used to enhance its profitability and market share (Delavega and et.al., 2017).
 Company needs to hire, trained employees about the way they can use different
integrated marketing communications channels so that they delivered better services to
customers. Use of IMC contributed in achievement of company goals that are strong
brand image or to gain competitive advantages in order to enjoy more profit for longer
time frame.
 After understanding the different data collected with the help of primary data collection
tool, it had been concluded that Social Media and Public relationship are two of the most
preferred type of the tool for the consumer for integrated market. As all the organization
generally used to work to attract the eye of the customer in the market. It had been
30

recommended to the organization that they generally use Social media and public
relation more in the marketing strategy of the firm.
 As with the help of the same marketing tool only company will able to attract the more
number of the customer toward the product of the company as compare to using any
other form of marketing. Reason behind the same is that consumer in the market are also
preferring this two type of marketing as a tool to integrated marketing. Not only that it
may help the company in improving the customer base of company as number of
consumer upon the social media platform are way high as compare to the other platform
of marketing.
 In addition to this another major recommendation for improving the integrated marketing
communication is that company must first analyse and evaluate the need and preference
of consumers. This is the most essential thing as when the company will not know that
what consumer is requiring then this will not cater to the need of consumers. Hence,
consumer will not like it. Further for this the most essential thing is the proper market
research for the analysis of the requirement of consumers.
 Another major recommendation for Tesco to improve its IMC strategy is that company
must focus on the need of consumer so that company can effectively make the strategies
so that consumer need can be attained. For this the most effective thing is that company
must make effective strategies for the development of the effective marketing channels.
31

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34

APPENDIX
Questionnaire
1. Do you ever consider Integrated Marketing communication?
Yes
No
2. Do you think that customer changes their purchase behaviour due to marketing activity?
 Strongly agreed
 Agreed
 Disagreed
 Strongly disagreed
3. Is there any relationship between IMC and purchasing of product?
Yes
No
4. Which of these are preferred tools of Integrated marketing Activities?
 Advertisement
 Personal selling
 Social Media
 Public relation
5. What is the major goal of implementing IMC within company?
 Loyalty and Retention
 Brand positioning
 Customer relationship
 All of these
6. Did company implement any activity that helps to attract customers?
 Yes
 No
7. Do you think that there is a positive association between IMC and customer buying behaviour?
 Strongly agreed
 Agreed
 Disagreed
 Strongly disagreed
8. Do you agree with the statement that IMC is a tool that establish a two way dialogue with
customer?
 Strongly agreed
 Agreed
 Disagreed
 Strongly disagreed
9. What are the different challenges did company face while evaluating IMC?
 low support from management
 Lack of resources
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 different corporate cultures
 All of these
10. Suggest the best ways through which challenges are easily overcome.
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