The Impact of IMC on Buying Behavior
17 Pages4776 Words114 Views
Added on 2020-03-16
The Impact of IMC on Buying Behavior
Added on 2020-03-16
ShareRelated Documents
EFFECT OF INTEGRATED MARKETING COMMUNICATION ONCONSUMER’S BUYING BEHAVIOR AND DECISION-MAKING PROCESSExecutive summaryMain aim of this study is to provide details upon the impact of IMC on buying behaviorof people thereby analyzing its affect on their decision making process. Integratedmarketing communication currently is one amongst most controversial areas of theresearch. This concept is marking a regular progress from modest coordinating of all thepromotional techniques and tools to a very complex as well as strategic process.Additionally to growth of very modern and updated marketing, where it (IMC) hasbecome a vital way of attainment the aims and objectives of the firm, there exists arequirement to recognize opportunities to enhance its effect on buying behavior ofconsumers. Thus, it is of major interest, the comparatively recent tactic found inliterature, as per which integrated marketing communication works precisely via all fourclassic facets of marketing mix i.e price, placement, product, and also marketingcommunications or promotions. Under this framework, this study proposes to clarify fewcharacteristics related to effects and impacts of IMC upon behavior of consumers,materialized in decision-making process of consumers.
TABLE OF CONTENTPARTICULARSREMARKSAbstract1. Introduction1.1 Problem Statement1.2 Research aims and researchquestion2. Literature review2.1 Several elements of consumerbehavior: Influence on decision-makingprocess of consumers2.2 Research model and affect of IMCon decision-making process ofconsumers2.3 Part A- IMC2.4 Part B- Consumer behavior2.5 Part C- decision-making process ofconsumer2.6- Part A Part B2.7- Part BPart C
2.8 Part CPart A3. Methodology3.1Data collection3.2 Data analysis4. Findings and analysis5. Discussion6.ConslusionABSTRACT:
Integrated marketing communication currently is one amongst most controversial areas ofthe research. This concept is marking a regular progress from modest coordinating of all the promotional techniques and tools to a very complex as well as strategic process. Additionally to growth of very modern and updated marketing, where it (IMC) has become a vital way of attainment the aims and objectives of the firm, there exists a requirement to recognize opportunities to enhance its effect on buying behavior of consumers (Schultz & Schultz, 1998). Thus, it is of major interest, the comparatively recent tactic found in literature, as per which integrated marketing communication works precisely via all four classic facets of marketing mix i.e. price, placement, product, and also marketing communications or promotions. Under this framework, this study proposes to clarify few characteristics related to effects and impacts of IMC upon behavior of consumers, materialized in decision-making process of consumers. Keywords: Consumer decision making, consumer behavior, integrated marketingcommunication, Model, Influence.1. Introduction:In the current economic system, which is very competitive, development and survival of firms demand the occurrence of accurate, exact and very detailed data and information regarding the buyers, thus, the idea of modern marketing emphasizes the necessity for having a detailed and established information regarding needs and wants of consumers, their attitude, motivation as well as actions. In the modern phase it is mostly accepted concept that the major aim od marketing is not merely finding or influencing people to purchase what a firm offers, rather it is all about satisfying the buyers, considering it the main essence of buyer orientation (Reid, Luxton & Mavondo, 2005). Building up and maintaining efficient ways through which need of consumers could be fulfilled is one amongst several major purposes of integrated marketing communication (Gasovic, 2011).Recognizing the paths for communication, which would affect buyer’s behavior, is a veryvital activity of marketing communication, the final goal being development of understandable marketing messages that would reach the target segment via the most suitable mix of channels. Implementing the tactic according to integrated marketing communication is not a part and parcel of marketing mix, however is a holistic idea using
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Assessing the impact of integrated marketing communication on consumer impulsive buying behaviorlg...
|11
|1923
|108
Report on IMC on Boost Juice Communication Goalslg...
|3
|263
|139
Report on Consumer Behavior and Marketing Communicationlg...
|7
|1403
|32
Impact of Online Reviews on Consumer Behaviorlg...
|8
|2016
|394
Research on Power of Gender on Consumer Purchasing Behaviorlg...
|26
|5385
|176
Behavior of Consumers and their Psychologylg...
|5
|1014
|73