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

GLOBAL MANAGERIAL
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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